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Google’s broken link to the web

"A quarter-century into its existence, a company that once proudly served as an entry point to a web that it nourished with traffic and advertising revenue has begun to abstract that all away into an input for its large language models."

This has the potential to be a disaster for the web and everyone who depends on it: for journalism, for bloggers, for communities, for every voice that couldn't be heard without an open, egalitarian platform.

The answer for all of those stakeholders has to be depending on forging real, direct relationships with real people. It doesn't scale; it doesn't fit well with a unidirectional broadcast model for publishing; it's now how most people who make content think about what they do. But it's how all of them are going to survive and continue to find each other.

I've been urging publishers to stop using the word "audience" and to replace it with "community", and to think about what verb might replace "publish" in a multi-directional web that is more about relationships than it is reaching mass eyeballs.

Of course, it might go in a direction we haven't predicted. We'll find out very soon; the only real certainty is that things are changing, and the bedrock that many people have depended on for two decades is shifting.


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