Companies such as Google and OpenAI are showing newer, more advanced versions of tools based on artificial intelligence. They are intended to provide users with easier access to all information. But where does this information come from? Partly from traditional and online media, which incur the costs of creating articles and do not benefit from the fact that these articles are published in tools such as Chat GPT – said representatives of Polish publishers at the Impact’24 congress.
Changes regarding, for example, the operation of search engines such as Google are perceived by publishers as a huge threat. In new versions, they increasingly show users information without directing them to its source, depriving the media of the opportunity to earn money from advertising.
– In 2008, global platforms “ate” approximately 30 percent. advertising market in the United States. In 2024, this proportion has already been reversed: they have almost 70 percent. market – said Jacek Świderski from WP Holding, publisher of, among others, wp.pl portal. What is the effect of this? In his opinion, free access to content on the Internet, where anyone can read an article, is questionable because it contains advertisements that allow the publisher to earn money.
Publishers have a problem. “We feel fouled”
During the discussion, it was noted that false advertisements reach people via large digital platforms such as Google or Facebook, e.g. those using the image of public figures without consent to advertise cryptocurrencies. There is also impersonation of the media and creation of websites pretending to be news portals, but in fact constituting attempts at fraud.
Świderski also said that publishing an advertisement through a portal such as WP or Onet on Google services requires several hours of verification. On the other hand, on such portals, Google itself displays advertisements, the content of which is seen by publishers only after the fact. If there is undesirable content, e.g. an attempt at fraud or using a politician’s image, publishers can only react when readers have already seen such an advertisement.
These are situations in which we feel fouled. As publishers, we do not understand why we do not want to fight against such phenomena together.
Świderski pointed out that if the way platforms such as Google operate means that news websites will not be able to earn money from advertising, other websites will move towards paid access to content. Then those who do not want or cannot pay a subscription will lose free access to information. – Only those who can afford further subscriptions will have access to reliable journalism – he added.
“Time is critical”
Aleksander Kutela from Ringier Axel Springer (in Poland the publisher of, among others, Onet.pl, Newsweek) drew attention to the need for “clear rules of the game” between technology companies and the media. – The fundamental rule is that if you use the results of my work, pay for them – he said and emphasized that this is “the basis for the media to develop” and not disappear from the market. He expressed hope for the creation of appropriate legal regulations, but added that “time is critical.”
It took Netflix about 10 years to acquire its first 100 million users. Facebook – half that time. It took TikTok nine months to build a base of 100 million users. GPT Chat – only two months. This shows the incredible acceleration of the development of these technologies.
Dorota Żurkowska from Warner Bros. Discovery, in turn, pointed out that it is not only about the interests of the publishers themselves, but also about ensuring “appropriate quality for the recipient”. So that instead of questionable quality content and fake news, they can use reliable materials created by journalists.
Source: Gazeta
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