Gannett and USA Today headquarters in McLean, Va. Photo (cc) 2008 by Patrickneil.
Gannett is laying off 74 employees in Massachusetts — but, for once, they are not people who were producing local journalism. The layoffs, which take effect Nov. 14, are related to the company’s decision to close Cambridge-based Reviewed, a website that combines consumer advice and commerce in a manner similar to Wirecutter, which is part of The New York Times.
The pending closure and layoffs were reported Aug. 26 by Mia Sato at The Verge and came amid accusations that Reviewed published articles produced by artificial intelligence and attributed to non-existent writers. Sato wrote: “As The Verge reported last fall, the marketing firm behind the Reviewed content is the same company that was responsible for a similar dust-up at Sports Illustrated, in which remarkably similar product reviews were published and attributed to freelancers.”
Gannett denied the allegations and said the decision to shut down Reviewed was based on changes in Google’s algorithms.
Aidan Ryan of The Boston Globe quotes NewsGuild of New York president Susan DeCarava in a statement:
We are deeply troubled by Gannett’s decision to shutter Reviewed. We are concerned for the future of dozens of workers represented by The NewsGuild of New York working at Reviewed, and about the broader impact of this announcement on the media industry at large.
The layoffs were announced in advance, reports Ray Schultz of Publishers Daily, because of a Massachusetts law mandating that companies provide 60 days’ notice ahead of a mass layoff.
Martha’s Vineyard. Photo (cc) 2012 by David Berkowitz.
The two independent weekly newspapers that cover Martha’s Vineyard are using AI-powered translation software to provide the island’s growing Brazilian population with Portuguese-language articles, Aidan Ryan reports in The Boston Globe.
But though the service is surely a step forward, stronger coverage of the Brazilian community still depends on the human touch, MV Times publisher Charles Sennott and Vineyard Gazette publisher Monica Brady-Meyerov acknowledge. Ryan writes:
While these initiatives can reflect a sincere effort to serve the public with reliable information, they also often highlight the limitations of technology and gaps in staff diversity for many traditional English-language newsrooms.
Reliable automated translation can be a boon. The English-language New Haven Independent, for example, relies on people power to provide one translated article each week to run in La Voz Hispana de Connecticut, a weekly Spanish-language paper with which it shares a newsroom. A translated cartoon from La Voz runs in the Independent’s newsletter. (Both projects are featured in our book, “What Works in Community News.”)
AI could provide readers of both publications with much more than they’re getting now.
Buffalo Bill (in wide-brimmed hat), the purported founder of the Cody Enterprise, in 1912 or thereabouts. Photo uploaded by Alden Jewell.
A reporter in Wyoming has resigned after he was caught using artificial intelligence to make up quotes, with AI pulling in material that had been published years earlier and producing sentences such as “This structure ensures that the most critical information is presented first, making it easier for readers to grasp the main points quickly” — an apparent description of the inverted-pyramid form of newswriting.
Aaron Pelczar, a reporter for the Cody Enterprise (“Founded by Buffalo Bill in 1899”), quit after CJ Baker of the rival Powell Tribune confronted him with the goods.
“To date,” Baker wrote, “seven people — ranging from Gov. Mark Gordon to the victim of an alleged crime — have indicated to the Tribune that they didn’t make the statements Pelczar quoted them as making. The Tribune also found a number of other quotes that were altered in some way or attributed to the wrong person.”
Baker’s account is just nuts and is well worth spending a few minutes poring over. And thanks to Adam Gaffin of Universal Hub for passing this along.
If we’ve learned anything about news publishing in recent years, it’s that the giant tech platforms are not our friends. Google is embracing artificial intelligence, which means that searching for something will soon provide you with robot-generated answers (right or wrong!), thus reducing the need to click through. Facebook is moving away from news. Twitter/X has deteriorated badly under the chaotic leadership of Elon Musk, although it still has enough clout that President Biden used it to announce he was ending his re-election campaign.
So what should publishers do instead? It’s no secret — they’re already doing it. They are using email newsletters to drive their audience to their journalism. A recent post by Andrew Rockway and Dylan Sanchez for LION (Local Independent Online News) Publishers reports that 95% of member publishers are offering newsletters, up from 81% in 2022. “The decline in referral traffic,” they write, “will likely lead to more direct engagement by publishers with their audiences.”
Some observers worry about newsletter overload as our inboxes fill up with email we may never get around to reading. That’s potentially a problem, but I think it’s a more serious problem for larger outlets, many of which send out multiple newsletters throughout the day and risk reaching a point of diminishing returns. By contrast, users will value one daily newsletter from their hyperlocal news project with links to the latest stories.
By far the most common approach publishers use is to offer a free newsletter aimed at driving users to their website, which may be free or subscription-based. The Massachusetts-based Bedford Citizen, for instance, sends out a daily newsletter generated by its RSS feed and a weekly human-curated newsletter. The Citizen is a free nonprofit, but once they’ve enticed you with their top-of-the-funnel newsletter, they hope they can lure you into becoming a paying member. Ellen and I interviewed executive director Teri Morrow and editor Wayne Braverman on our podcast last February.
The Colorado Sun, a statewide nonprofit, offers a series of free and paid newsletters, while the website itself is free. The paid newsletters represent an unusual twist: Some of them feature deeper reporting than you can get from the website on topics such as politics, climate change and outdoor recreation. At $22 a month for a premium membership, users pay no more than they would for a digital subscription to a daily newspaper. Editor Larry Ryckman talked about that in our most recent podcast.
In some places, the newsletter is the publication. An example of that is Burlington Buzz, a daily newsletter that covers Burlington, Massachusetts. Founder, publisher and editor Nicci Kadilak recently switched her newsletter platform from Substack to Indiegraf, and her homepage looks a lot like a standard community website — which shows that it’s a mistake to get too caught up on categories when newsletters have websites and websites have newsletters. Ellen and I talked with Nicci last year.
What’s crucial is that news publishers have direct control of the tools that they use to connect with their audience. Gone are the days when we could rely on Facebook and Twitter to reliably deliver readers to us. We have to go find them — and give them a reason to keep coming back.
Correction: Burlington Buzz has moved to Indiegraf, not Ghost.
You would have thought that misusing artificial intelligence to make up a murder that never took place and to amplify a false story about yet another murder would have been enough to stop NewsBreak. But the media outlet, which has rushed in to fill the gap caused by the decline of legitimate local news, has continued along its hallucinatory way — until now.
Last week, Reuters published an investigative report into NewsBreak exposing the company’s Chinese ties and its use of AI to write fiction. Reporter James Pearson begins with the fake murder last Christmas Eve from Bridgeton, New Jersey, which I wrote about in January. Here’s Pearson’s lead:
Last Christmas Eve, NewsBreak, opens new tab, a free app with roots in China that is the most downloaded news app in the United States, published an alarming piece about a small town shooting. It was headlined “Christmas Day Tragedy Strikes Bridgeton, New Jersey Amid Rising Gun Violence in Small Towns.”
The problem was, no such shooting took place. The Bridgeton, New Jersey police department posted a statement on Facebook on December 27 dismissing the article — produced using AI technology — as “entirely false.”
“Nothing even similar to this story occurred on or around Christmas, or even in recent memory for the area they described,” the post said. “It seems this ‘news’ outlet’s AI writes fiction they have no problem publishing to readers.”
Pearson fails to mention that the fake story was first exposed by Eric Conklin of NJ.com. Nor does he report that, just a few weeks earlier, NewsBreak used AI to amplify yet another fake-murder story that was produced by actual humans at the Mid Hudson News in New York, a monumental error revealed by Lana Bellamy and Phillip Pantuso of the Times Union, based in Albany.
Despite the lack of credit to local news outlets, the Reuters investigation represents the deepest dive yet into NewsBreak, and could result in action. As Pearson notes, NewsBreak, despite its sleazy tactics, has content-sharing arrangements with news outlets such as The Associated Press, CNN, Fox and, well, Reuters. As far back as 2022, Norman Pearlstine, a longtime top news executive who was working as a consultant for NewsBreak, warned his client: “I cannot think of a faster way to destroy the NewsBreak brand.”
NewsBreak remains a popular destination for people looking for local news. According to SimilarWeb, it was visited nearly 57 million times between March 24 and May 24. But maybe NewsBreak’s reign of error is coming to an end. In a follow-up story, members of Congress voiced concern, with Sen. Mark Warner, chair of the Intelligence Committee, saying, “The only thing more terrifying than a company that deals in unchecked, artificially generated news, is one with deep ties to an adversarial foreign government.”
To be fair, the company says those ties were severed several years ago. Still, NewsBreak’s irresponsibly sloppy use of AI to generate fake local news needs to be called out and shamed.
Jeff Bezos. Painting (cc) 2017 by thierry ehrmann.
Having tracked the rise of The Washington Post under owner Jeff Bezos, executive editor Marty Baron and chief technologist Shailesh Prakash in my 2018 book “The Return of the Moguls,” I’ve watched its dispiriting decline with sadness. On Sunday, that decline was underscored by Sally Buzbee’s departure as executive editor. CNN media reporter Oliver Darcy has the story.
Lest we forget, Bezos did not choose Baron and Prakash; rather, he inherited them from Graham family ownership after he bought the paper in 2013 for $250 million. And though Bezos had the good sense to keep them and give them the resources they needed, it was their vision that created a great digital, nationally focused news organization that was positioned perfectly for the rise of Trump. Maybe an early warning sign was that when Bezos did get to make a big hire, he chose Ronald Reagan apparatchik Fred Ryan as publisher. As Baron makes clear in his book “Collision of Power,” Ryan did not prove to be an inspired choice.
Since Donald Trump left office, it’s been nothing but a downhill slide for the Post, which, according to the new publisher, Will Lewis, lost $77 million last year and about half its audience since 2020. Was that entirely the fault of Buzbee, a former Associated Press executive editor who took the Post’s helm after Baron retired in early 2021? Of course not. But it all happened on her watch, so it’s not a surprise that she’s leaving.
As Poynter media reporter Tom Jones points out, it’s not 100% clear that Buzbee was fired. It’s possible that she decided she wanted nothing to do with Lewis’ recently articulated vision, which includes having “AI everywhere in our newsroom,” according to Semafor media reporter Max Tani. Ugh.
The new executive team sets off some alarm bells. Lewis is a former publisher of Rupert Murdoch’s Wall Street Journal who reportedly was involved in helping Murdoch clean up his tabloids’ phone-hacking scandal in the U.K. a dozen years ago, according to David Folkenflik of NPR. Buzbee will be replaced on a temporary basis by Matt Murray, a former editor-in-chief of the Journal. After the 2024 election, Murray will slide over to a newly created position creating service and social media journalism while the main news product will be under the direction of Robert Winnett, currently deputy editor of The Telegraph Media Group, a right-wing news organization. Media critic Dan Gillmor wrote on Mastodon:
The Washington Post is about to lurch sharply to the right politically as former Murdoch apparatchik solidifies his grip on the organization. Current editor Buzbee is out, and he’s bringing in people from Murdoch’s Wall Street Journal and the Telegraph (right-wing UK news org).
I’m willing to wait and see, in part because The Wall Street Journal remains a great newspaper notwithstanding its editorial page, whose right-wing orientation precedes Murdoch’s ownership. I’m deeply concerned about what Lewis has in mind with his artificial intelligence initiative, though.
For the second time since he bought it in 2013, Jeff Bezos is faced with the challenge of reinventing The Washington Post. He succeeded spectacularly the first time, with years of growth, profitability and influence. This time, though, he’s doing it with people he chose himself — and there are caution signs all over the place.
What does AI say about RFK Jr.’s anti-vax activism? Photo (cc) 2023 by Gage Skidmore.
The latest freakout inspired by artificial intelligence has hit the news business. On Tuesday, Google announced that it will merge its AI tool, Gemini, with its search engine. What that means for publishers is that someone seeking information about, say, Robert F. Kennedy Jr.’s anti-vax crusade will receive an answer right in Google rather than being prompted to click to a news source. Let’s try it:
First, I entered <Robert F. Kennedy Jr. anti-vaccine activism> in Google Search. The top five results were from The Associated Press (two), Scientific American, the Annenberg Public Policy Center and the PBS “NewsHour.” In other words, good, respectable sources of independent journalism.
Next, I entered the same search at Gemini and got this: “I’m still learning how to answer this question. In the meantime, try Google Search.” OK! But then I tried the same thing at the free version of ChatGPT, which provided the following answer:
Robert F. Kennedy Jr., son of former U.S. Senator and Attorney General Robert F. Kennedy and nephew of President John F. Kennedy, has been known for his anti-vaccine activism. He has been a prominent figure in the anti-vaccine movement, particularly regarding his views on the safety of vaccines and their alleged connection to autism.
Kennedy founded the Children’s Health Defense organization, which has been criticized for spreading misinformation about vaccines and promoting unfounded claims about their dangers. He has spoken at numerous events and rallies, advocating against vaccination and promoting alternative views on the subject.
It’s important to note that the overwhelming scientific consensus supports the safety and effectiveness of vaccines, and the alleged link between vaccines and autism has been thoroughly debunked by multiple scientific studies. Kennedy’s activism has been met with criticism from public health officials and medical professionals, who argue that his views are not supported by scientific evidence and pose a danger to public health.
I think we can agree that’s pretty good — and it includes exactly zero links to any of its sources, depriving some excellent news organizations of web traffic. I should note that, according to CNN media reporter Oliver Darcy, Google is promising to include links in Gemini, so it may end up looking something like Perplexity, an AI-powered search engine that provides plain-English answers and reliable links.
When I tried our RFK Jr. search at Perplexity, I got a very good answer — as good as ChatGPT, if not better — along with links to Wikipedia, The AP, the “NewsHour” and NBC News. But would I click on them? At the moment, I would, because of AI’s well-known proclivity for providing fake answers. At some point, though, that problem will be solved.
“This will be catastrophic to our traffic, as marketed by Google to further satisfy user queries, leaving even less incentive to click through so that we can monetize our content,” Danielle Coffey, chief executive of the News/Media Alliance, told Darcy. The alliance represents some 2,000 news publishers.
I also took a look at the internal metrics of the only news site I have access to: this one. According to Google Analytics, over the past month Media Nation received 40% of its traffic from “organic search” — that’s traffic from search engines, nearly all Google, that I didn’t boost by paying for ads on Google. And yes, that’s a lot. Next up was direct traffic (25.6%), organic social (21.2%) and referrals (12.1%), which are links from other websites.
Now, I happen to think that some of the lamentations we’re hearing from publishers are overblown. It’s fine to complain that Google is taking steps that will result in fewer clicks on your website. But how much money does that really bring in? These days, you’re likely to hit a paywall when you try to click through from a search. Programmatic ads on news sites are terrible and bring in very little money.
In the end, there is no substitute for building a relationship with your audience. For-profit publishers need to persuade their readers to become digital subscribers and local businesses to advertise. Nonprofits must convince their audience to become voluntary supporters and to raise money from underwriters, foundations, events and whatever else they can think of.
To use Media Nation as an example again: I currently have more than 2,300 subscribers who receive new posts by email. I consider those to be my most engaged readers. I don’t do much to monetize this site, although I have a modest paid supporter program, which, needless to say, you are invited to join. The future of news, though, is being built right now by serving our communities — not through Google search.
Gannett and USA Today headquarters in McLean, Va. Photo (cc) 2008 by Patrickneil.
Even by the rock-bottom standards of Gannett, what happened to Sarah Leach was shameful. Poynter media analyst Rick Edmonds reported last week that the country’s largest newspaper chain had hit the brakes on plans to restaff some of its smaller daily newspapers. And on Thursday he wrote that his source, Leach, was fired for “sharing proprietary information with [a reporter for] a competing media company.” Edmonds called the firing “outrageous!”
The Poynter Institute, a journalism training organization, competes with Gannett? Who knew?
So how was Leach, who’s based in Michigan and managed 26 Gannett newspapers in four states, identified as Edmonds’ confidential source? Edmonds writes: “As best Leach and I can figure, they must have tapped into her office email. ‘That’s the only way I can think of that they could have known,’ she said.” That is sleazy behavior by a news company, although we all know that employers have a right to read their employees’ email. That’s why many of the newsroom sources I’ve communicated with over the years use their personal email accounts. (As always, tips welcome, and anonymity guaranteed.)
I’m not bitter toward my former employer. It’s not Gannett’s fault. In many ways, it’s just the natural byproduct of media conglomerates owning publications in major metropolitan areas with hundreds of thousands of people … [ellipsis hers] and papers in much smaller towns who need local journalism just as much…. [ellipsis mine]
Let’s use this moment as a catalyst for a critical conversation about local media outlets and the audiences they serve. There has been an unprecedented loss of journalists and community newspapers across the country, and news deserts are growing larger and more numerous.
Gannett owns about 200 weekly daily newspapers across the U.S., anchored by USA Today. The company also owns a diminishing number of weekly papers, and has closed or merged many of them in Eastern Massachusetts, sparking the rise of a number of local news startups. Gannett likes to claim that it’s simply shifting from print to digital, but — to name just one example — try finding any Medford or Somerville news on its Wicked Local website for those cities. Gannett dailies in this region include the Telegram & Gazette of Worcester, The Patriot Ledger of Quincy, The Providence Journal and the MetroWest Daily News of Framingham.
Back in February, Gannett’s chief content officer, Kristin Roberts, and chief sales officer Jason Taylor appeared on “E&P Reports,” a vodcast hosted by Editor & Publisher’s Mike Blinder, to tout the chain’s recommitment to local news. And maybe that’s continuing at the larger dailies, but who knows? I’m not blaming Roberts and Taylor, who are quality executives with solid backgrounds. But Gannett’s behavior continues to be reprehensible — not only for firing Leach but for trimming back its latest commitment to local news and for running the vast majority of its papers into the ground, leaving communities without the news and information they need.
A couple of other local news tidbits:
•AI local news comes to Boston. My writing and podcast partner Ellen Clegg spotted this one: Hoodline, which uses artificial intelligence to cover two dozen cities, including Boston, is cranking out tidbits from locales such as Boston, Everett and Bridgewater. The stories have bylines, but when you click through, you find a little “AI” next to the name. For instance: “AI By Mike Chen,” which raises the possibility that Chen is a bot — a practice we’ve seen elsewhere. (If he’s an actual journalist who’s been hired to vet this stuff, my apologies.) Here’s what Hoodline has to say about its use of AI and its “In-House Writing Collective,” which sheds some light on who Mike Chen may or may not be:
We view journalism as a creative science and an art that necessitates a human touch. In our pursuit of delivering informative and captivating content, we integrate artificial intelligence (AI) to support and enhance our editorial processes. This includes organizing information and aiding in the initial formatting of stories for the editorial phase. Our stories are cultivated with a human-centric approach, involving research and editorial oversight. While AI may assist in the background, the essence of our journalism — from conception to publication — is driven by real human insight and discretion.
It turns out that Hoodline has been around since 2018, with Disney among its original backers. Although automation was part of its DNA from the beginning, presumably its use of AI has become a lot more aggressive since the rise of modern tools such as ChatGPT in late 2022.
• Charges dropped in Dartmouth. New Hampshire state authorities have dropped charges against two student journalists for The Dartmouth. Charlotte Hampton and Alesandra “Dre” Gonzales had been arrested on May 1 while covering pro-Palestinian protests even though they were wearing clearly visible press credentials, according to the independent student newspaper.
Student journalists have been producing some of the most important coverage of both the protests and the counter-protests that have broken out in response to the war between Israel and Hamas.
Just when Gannett was making some good news for itself by going on something of a modest hiring spree, splat! Investigative reporter Steven Monacelli has found that our largest newspaper chain, with about 200 daily newspapers, is working with Advantage Informatics, a well-known purveyor of so-called pink slime news sites.
Pink slime is the name given to websites that masquerade as legitimate local news projects but that are actually produced from distant locales. The meaning has morphed over the years. What I call Pink Slime 1.0 arose about a dozen years ago in the form of sites whose writers appeared to be based in local communities but were actually some distance away — in some cases, as far away as the Philippines. Pink Slime 2.0 has an ideological cast, mainly but not exclusively on the right. Pink Slime 3.0 adds artificial intelligence to the mix.
What most of these sites have in common is Brian Timpone, a Chicago-based conservative businessperson who is the founder of something called Metric Media, a network of some 1,200 right-wing sites. These projects tend to be pretty inept; my favorite covers the imaginary community of North Boston.
The Gannett-Timpone connection was exposed last week in a major report for Nieman Lab written by Monacelli on Advantage Informatics, a Timpone venture that produces advertorial content. Monacelli found that, in years past, newspapers such as the Houston Chronicle (owned by Hearst since 1987) and The San Diego Union-Tribune (recently acquired by the hedge fund Alden Global Capital) have taken advantage of Timpone’s services. (The Chronicle told Monacelli that it has no record of such a relationship.) Gannett is the one newspaper company he found that has a current, ongoing relationship with Advantage. He writes:
A Gannett spokesperson told me that the company works with Advantage Informatics on “advertorial” content. When asked about Advantage Informatics’ relationship with the broader Metric Media network, the spokesperson said, “Ethics and our values are priority for us.”
Monacelli has written quite a tale that includes a Tennessee journalism professor who used to work for Advantage and Advantage’s ambition to offer “dedicated beat reporting” of local sports, governmental meetings and “keeping a close eye” on statehouses and Congress.
On the one hand, I’m not sure it’s that big a deal who produces advertorial content. On the other, the fact is that Gannett is working with the pink slimiest company in the country. Despite Gannett’s recent good news on the hiring front, it would hardly be surprising if company executives played around with having Advantage try its hand at community coverage as well. After all, it was just a few months ago that Gannett was caught using AI to write local sports stories, to hilarious effect.
A final note: If you’d like to learn more about pink slime, Ellen Clegg and I interviewed Pri Bengani, an expert based at Columbia University who’s quoted in Monacelli’s article, on the “What Works” podcast last fall.
Clayton County, Iowa. Photo (cc) 2011 by Jsayre64.
The Clayton County Register was a respected Iowa newspaper. Founded in 1926, it lives on, having merged with The North Iowa Times in 2020. The new paper was named the Times-Register.
But that’s not the only way that the paper lives on. Kate Knibbs reports in Wired that the domain name, claytoncountyregister.com, is being repurposed to generate investment-oriented clickbait using artificial intelligence. Indeed, if you look at the Register’s homepage right now, you’ll find a gigantic headline, “New York Community Bancorp Faces Uphill Battle Amid Regional Banking Crisis,” accompanied by what is almost certainly an AI-generated image and a byline attributed to Emmanuel Ellerbee.
Ellerbee, Knibbs tells us, has some 30,845 articles to his credit, which is a level of output that even the greediest corporate newspaper owner would respect.
Although Knibbs doesn’t use the term “pink slime,” what she found would appear to fit: it’s garbage content, written under apparently fake bylines, taking advantage of a legacy newspaper’s brand and reputation in order to suck people in. Not that whoever is behind the faux Clayton County Register much cares about trying to lure the locals.
Knibbs begins her story by telling us about an investor named Tony Eastin who stumbled upon the Register while researching a pharmaceutical stock. Much of the story is devoted to how Eastin and his friend Sandeep Abraham tried to get to the bottom of this weird tale. They weren’t entirely successful, but they did find that a Linux server in Germany and a Polish website appeared to be involved. So, too, was a Chinese operation called “the Propaganda Department of the Party Committee of the Xinjiang Uyghur Autonomous Region.” Knibbs writes:
Although Eastin and Abraham suspect that the network which the Register’s old site is now part of was created with straightforward moneymaking goals, they fear that more malicious actors could use the same sort of tactics to push misinformation and propaganda into search results. “This is massively threatening,” Abraham says. “We want to raise some alarm bells.”
One of the dangers of the local news crisis is that bad actors can move in and create what appears to be local content that is really anything but. There’s Pink Slime 1.0, going back about a dozen years, which employed low-wage workers in far-off locations like the Philippines to write stories for zombie newspapers. There’s Pink Slime 2.0, in which mostly right-wing websites are given semi-plausible-sounding names like the North Boston News (!) to spread political propaganda. And now, increasingly, we’re seeing examples of Pink Slime 3.0, which adds AI to the mix.
Although these sites don’t represent much of a threat at the moment, that could change. After all, the infrastructure is being put into place.
