Welcome to this week’s Press Gazette Future of Media newsletter on Thursday, 11 September supported today by FT Strategies - consulting from the Financial Times.

FT Strategies has launched a suite of digital advertising services designed to generate long-term, sustainable revenue for media organisations.

The PR agency that brought you the lottery winners who did not exist is at it again.

And it appears to have two sister PR agencies bombarding publishers with dubious case studies which Press Gazette has been unable to verify.

The shame is that some of this crappy, likely AI-generated, content is being published by reputable titles. The incentive for the PR agencies appears to be mentions and links for their clients to boost their visibility on Google.

Read Rob Waugh’s latest report on the war against reality here.

Today we also have an interview with Conde Nast UK chief business officer Andrea Latten who sets out how she plans to achieve 50/50 digital and print revenue within the next year.

Her view on the role of giant tech platforms is broadly: if you can’t beat them, join them.

“You can say like ‘oh my God, these platforms are coming for us, and they’re taking so much market share’, or you’re like ‘okay, let’s be part of that journey, and let’s see how we can actually produce great content for these platforms, and see how we can monetise that and sell that to our partners’.”

We also have a new edition of our podcast, The Future of Media Explained, in which Charlotte and myself discuss: the latest mass job cuts at Reach, new attacks on journalism from AI bots and what the proposed break-up of Google's adtech business could mean for publishers.

Check out the Press Gazette website later today for the full list of winners from the Future of Media Awards.

On Press Gazette

Dubious PR agencies are bombarding journalists with fake content

Doubtful case studies have been published on more than half a dozen major websites.

Read more

Conde Nast UK’s plan to reach 50% digital revenue within a year

Chief business officer Andrea Latten says social media platforms are opportunity for business not threat.

Read more

Rise of the ‘news creators’ tracked by FT Strategies (promoted)

'News creators' on Tiktok, Youtube and elsewhere can have outsized level of influence.

Read more

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