The internet’s distribution problem

Kyle Chayka argues that distribution through social media has failed media companies, and that publications should instead cultivate direct relationships with readers. He says social platforms rewarded generic content and linking out is now algorithmically discouraged, while BuzzFeed and Vice have all but disappeared. Chayka cites Nilay Patel's The Verge, which added quick posts and editorial modules to draw people to its homepage, and newsletters, Patreon subscriptions and email as more controllable options. He contends that smaller, slower distribution can build mutual trust and more durable institutions.