I think we’ve already begun to see a three-part split in the media industry. The first part are brand-driven entities. These are places which live on their rep

I think we’ve already begun to see a three-part split in the media industry. The first part are brand-driven entities. These are places which live on their reputations (deserved or not) and play up this “unique” aspect. This includes The NY Times, Fox News, most individual commentary writers on Substack, and top magazines like The New Yorker. The second part are information-driven entities. These continue to exist because they have certain information that is worth paying for. This includes Bloomberg, the Financial Times, and the more professional Substack writers like Sinocism. The third part are entities which have neither an amazing brand nor a unique collection of information, but otherwise still (for now) have some giant pool of resources or financial backing. These include the Washington Post (which hasn’t been a truly national brand name since Nixon), the LA Times, and most of the middle ground of the media industry. My prediction is that groups 1 and 2 will not implement much AI, and if they do, it won’t be announced. Group 3 will implement it as much as possible in an attempt to be relevant and cut costs. Whether that actually works remains to be seen.