High Value Publishing

If you are a local or regional publisher, your Google Business Profile is one of the most overlooked assets you have. It is not just a “listing.” It is a credibility signal, a discovery surface in Search and Maps, and a practical way to build trust in your brand, your website, and your audience in Google’s eyes.

In this session, Eric Shanfelt breaks down how Google Business Profiles work for media companies, what matters most inside the profile, and how to turn it into a trust channel, not a set-it-and-forget-it directory entry.

You will learn how to:

• Claim and complete the core business info that Google relies on.
• Choose categories, service areas, and hours in a way that fits publishers.
• Build momentum with photos, reviews, and reputation responses.
• Use Posts and Offers to promote stories and subscription campaigns.
• Embed your Google Business Profile on your site.
• Tie it into your site’s entity signals and schema.

Key links:
https://business.google.com/

Learn more at https://nearviewmedia.com/

AI junk content, Meta’s new AI licensing deals, Google’s latest core update, experimental pay-per-article wallets, and creator-journalists with bigger followings than local newsrooms all collide in this episode of “What’s New in Publishing.”

Eric Shanfelt and Jez Walters unpack how these shifts are reshaping the playing field for news, magazine, B2B, and city/regional publishers, and what practical moves you can make right now.

In this conversation, they dig into:

• The surge of low quality AI content and why platforms should be forced to label and filter it.
• Meta’s AI licensing deals with big legacy brands and what they signal for everyone else.
• The Tow Center’s “AI deals and disputes” tracker and how publishers can use it. https://tow.cjr.org/ai-deals-lawsuits/ 
• SuperTab’s wallet based, time-boxed access model and where it might actually work.
• The November Google core update, AI overviews, and why generic how-tos are losing out.
• The reality of AI driven subscription pricing versus keeping things simple.
• The rise of creator-journalists like “Cody the weather guy” and what that means for local publishers.

If you run a niche B2B brand, a city or regional publication, or a specialist news site, this episode will help you sort out what actually matters in the current AI and search upheaval and where to focus your effort in the coming year.

Learn more at https://nearviewmedia.com/

Should publishers block AI bots like ChatGPT, Gemini and Perplexity from crawling their sites? If so, what is the smartest way to do it?

In this session, Eric Shanfelt shows you how generative AI is impacting publication search traffic, which types of publications are most at risk, and a practical framework for deciding whether blocking AI crawlers makes sense for your business. He then breaks down step-by-step how to actually block these bots at the robots.txt and firewall level without accidentally cutting off Google and other legitimate search engines.

You'll learn:

• How quickly generative AI usage is growing and what that means for publisher traffic.
• Which publishers face the highest AI threat level (national news, hobby/enthusiast, B2B, city and regional lifestyle, city and regional business) and why.
• Real examples where blocking AI bots did not impact on organic search or overall visits.
• A simple recipe for blocking AI crawlers in robots.txt and keeping that list updated.
• Why you also need firewall or hosting level rules, not just robots.txt.
• When it makes sense to geo-block your site from countries with heavy bot activity.
• Common mistakes to avoid, including accidentally blocking normal search engine bots.

Whether you run a national news or B2B trade site, or a local consumer or business publication, this episode will help you decide where you stand on AI crawlers and give you a clear, practical playbook for protecting your content.

Learn more at https://nearviewmedia.com/

Eric Shanfelt teams up with Jez Walters from What’s New in Publishing for a concise, no-nonsense update on the most important stories and developments impacting the future of publishing.

In this session we cover:

• OpenAI honoring robots.txt, but getting around it using Common Crawl.

• Who is actually losing traffic from AI overviews ... and who is actually gaining traffic.

• How publishers are making money by licensing their archives.

• Nextdoor News accounts and Reddit Pro tools for publishers.

• Third party cookies / Privacy Sandbox update and implications publishers.

• The email deliverability bar is getting higher.

• Looking to sell your media company? Buyers now expect a clear AI strategy.

Key links:

https://whatsnewinpublishing.substack.com/

https://about.nextdoor.com/publishers

https://www.business.reddit.com/blog/reddit-pro-for-publishers

https://collingwood.group/the-collingwood-market-report/

Learn more at https://nearviewmedia.com/

Why do some digital media companies thrive while others fail?

With over 30 years in the industry, digital media veteran Eric Shanfelt has seen what works and what doesn't. In this reboot of the "High Value Publishing" webinar series, Eric breaks down the 7 essential characteristics of a successful digital media company.

• Commitment from executive leadership.
• Content readers actually want.
• Website-first publishing.
• Simple, scalable business models.
• Effective execution.
• Knowing and using digital KPIs.
• Staying current, but avoiding "Shiny Object Syndrome"

This is the essential starting point for any publisher, owner, or media professional looking to build a sustainable and profitable digital business.

Learn more at https://nearviewmedia.com/

If implemented properly, Meta Ads can be a cost-effective way for a publisher to drive website traffic and grow their email list.

In this High Value Publishing session, Eric Shanfelt is joined by digital industry legend, Dennis Yu. Dennis is the CTO and co-founder of BlitzMetrics and a former search engine engineer. He's managed billions of dollars with Meta ad campaigns.

Eric and Dennis show two different, cost-effective, ad campaigns for publishers: one to drive website traffic and another to rapidly build email lists. They show how each campaign is built, what they looked like, and how you can do it for your brand.

Learn more at https://nearviewmedia.com/

As publishers, our email reputation and deliverability is critical. Google Postmaster Tools is a free tool that any publisher can use to see how well they are doing at delivering email to Gmail and Google Workspace users. Think of it like Google Search Console, but for email. It provides insights into email performance, sender reputation, and potential deliverability issues. Google Postmaster Tools provides insight into your:

• Spam Rate
• IP Reputation
• Domain Reputation
• Feedback Loop (FBL)
• Email Authentication (DKIM, SPF, DMARC)
• Email Encryption (TLS)
• Delivery Errors

Learn more at https://nearviewmedia.com/

In this week's session of High Value Publishing, we're shifting focus from our usual digital strategies to reflect on what lies ahead for media companies in 2024 including:

• The enforcement of stronger email authentication by Google and Yahoo.
• The removal of third-party cookies, particularly in Google Chrome.
• The integration of Artificial Intelligence into search engines.
• Google's focus on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) for search rankings.
• The need for publishers to differentiate their advertising offerings from competitors and programmatic offerings.
• The importance of excellence in fundamental operations like website, email, social media and subscriptions.

Learn more at https://nearviewmedia.com/

Eric Shanfelt and ad sales expert, Ryan Dohrn, show publishers how to avoid the 7 biggest mistakes sellers make when selling digital advertising.

• The Wrong Products for the Wrong Client
• Too Many Products to Sell
• Faking It
• The Danger of Value Add
• Giving Too Many Details
• Not Closing the Loop with the Client
• Selling Magic Instead of Marketing

Learn more at https://nearviewmedia.com/

For publishers, a podcast can be more than just an audio format. It can be a convenient way for readers to discover and follow your content, it can drive people back to your website, and eventually it can be a new revenue stream once you reach some scale.

But producing daily or weekly podcast episodes can be resource-intensive and expensive. This is where the concept of a fully AI-generated podcast comes in. By creatively combining a couple of artificial intelligence tools, it's easy to create a daily or weekly audio podcast summary of all your recently published content. Here's how.

Learn more at https://nearviewmedia.com/