Traffic is dying as a media metric. What comes next is more important

Day by day there’s more evidence that AI is eating up the media world. A recent report from Growtika, a self-described SEO and AI search agency, analyzed data from the search analytics platform Ahrefs to show that traffic to many tech media sites is way down over the past couple of years. Hardest hit were Digital Trends (down 97%), ZDNet (down 90%), and The Verge (down 85%). Even the most seemingly resilient publications (Mashable was down only 30% and CNET 47%, both Ziff-Davis properties) took significant hits. Some of these reductions are no doubt exaggerated—Growtika compared each publication’s peak month with traffic in January 2026, which doesn’t account for seasonal reductions—but no one’s disputing the overall trend, or who’s to blame: AI. At first glance, the numbers appear to reinforce the idea that the bottom is rapidly falling out from beneath the media industry. But that’s overly simplistic, and it fails to take into account that publishe