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Why regional publishers are now building their own data platforms
Several mid-sized houses are bringing reader data back in-house — wary of depending on platforms. A tour through an industry in transition.
When a single platform changed its algorithm a few years ago, several regional titles lost half their reach overnight. That experience still haunts many publishers — and it is changing how they invest.
Instead of relying on high-reach but third-party channels, many houses have since been building direct relationships with their readers: login, newsletter, subscription. The trade-off: higher fixed costs today for less dependence tomorrow.
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