Stereogum's 70% ad crash is a warning shot to writers
Google's AI Overviews cut Stereogum's ad revenue by 70%. The 23-year-old indie music site just relaunched with a subscription model, a faster backend, and dark mode - and a firm stance: no AI-written content.
This isn't nostalgia. It's survival. The site that helped define the MP3-blog era is betting that human taste, context, and voice are still worth paying for.
What changed (and why it matters)
- Search now answers users directly, which means fewer clicks to publishers. See Google's own framing of AI Overviews in Search.
- Social platforms devalue links, draining another traffic source.
- Stereogum's response: subscriptions over ads, performance upgrades, and a clear editorial line - no AI writing.
- The claim is blunt: "Google's pivot to AI search has cut our ad revenue by 70 percent."
The stance
Stereogum refuses to use AI for reporting or writing. The bet is simple: in a feed full of AI sludge, readers will pay for human work they trust. If you're a writer, that's the signal - the moat is your perspective, not your headline count.
Key takeaways for writers
- SEO is fragile. Build direct channels: email, SMS, community, and memberships.
- Own your audience data. Stop renting attention from platforms that throttle reach.
- Sell access, not pageviews. Package expertise, curation, and community.
- Draw a bright line on AI. Use it for ops if you want, but keep the voice human.
A practical playbook you can start this month
- Set up a paid tier: early access, member-only columns, comment perks, live Q&As.
- Publish a weekly "handpicked" thread. Real taste beats algorithmic sameness.
- Ship a tight newsletter. Lead with a point of view, not a link dump.
- Launch a lightweight community: Discord, Slack, or a comments layer with real moderation.
- Create recurring series: predictable formats make subscribing easier to justify.
- Bundle archives and resources. Give members a library worth saving.
Pricing and offer ideas
- Starter: $5-$8/mo for weekly member posts and ad-free reading.
- Supporter: $10-$15/mo for bonus essays, AMAs, and community access.
- Annual discount with a clear reader-impact message: "This pays writers."
Editorial operating principles
- Be explicit: "Human-written. No AI in reporting or prose."
- Use AI only for admin: formatting, transcription, or basic summaries - never voice.
- Credit discovery. Link the source. Make curation a service, not a shortcut.
- Ship consistently. Cadence builds habit; habit drives retention.
Distribution without begging the feed
- Email first. Then post to socials as a secondary touchpoint.
- Cross-post short clips or quotes to widen reach, but drive back to owned channels.
- Partner with peers on swaps and guest posts to seed fresh audiences.
Why this story matters beyond music
Stereogum isn't alone. Thousands of independent outlets are feeling the same squeeze: search answers without clicks, and social platforms downrank links. The survivors will be the ones that convince readers the human layer is worth paying for.
The message for writers is clear. Treat your writing like a product. Treat your readers like customers. Make membership the default, not the afterthought.
If you're updating your skill stack
If you choose to use AI for workflow (not writing voice), build that skill set with intent. Here's a curated starting point by job role: Complete AI Training - Courses by Job.
Bottom line
Ad-funded writing is shrinking. Human-funded writing can work - when it's consistent, useful, and personal. Stereogum just put a stake in the ground. Writers should, too.
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