Your Readers Are Asking
Questions Elsewhere.
The biggest threat to news publishers isn't a competitor. It's a behavioural shift. Readers have stopped exploring news sites. They've started asking AI. And right now, that conversation is happening on someone else's platform — not yours.
Reclaim Your ReadersFour Forces Killing News Traffic
And why embedding an AI answer layer is no longer optional — it's survival.
Google's AI Overviews Stole Your Traffic
Google now answers queries directly in the SERP. The reader gets the headline, skips your article. Your SEO investment is being monetised — by Google, not you. AI Overviews have reduced click-through rates by 30–60% for informational queries — the very queries news sites live on.
ChatGPT & Perplexity Are the New Homepage
Readers who once Googled 'India budget tax changes' now ask ChatGPT. They get an instant synthesised answer — often citing your article, never sending you any traffic. The conversation is happening about your content, elsewhere. You're not in the room.
The Behaviour Has Already Shifted
News consumption has moved from exploration (scrolling headlines, browsing sections) to interrogation (asking specific questions). Readers don't browse anymore — they query. If your site can't answer questions, they'll find a site that can. Or worse — an AI that will.
Stickiness Is Collapsing
Average time-on-site for news is down 18% in 3 years. Bounce rates are climbing. Readers land, skim, leave. Without an interactive layer that creates a back-and-forth conversation, your content is a dead end. One article. One visit. Gone.
Readers Used to Browse.
Now They Ask.
For decades, news engagement was built on browsing. Open the homepage. Scan headlines. Click what feels interesting. The news site was a destination — a place you came to discover what was happening.
That era is over.
Today's reader — especially the under-40 audience — arrives with a specific question. They want to know what the RBI rate hike means for their EMI. They want to know if the new tech policy will affect their startup. They don't want 15 articles — they want one clear answer.
And they've discovered that ChatGPT, Perplexity, or Google's AI Overviews give them that answer instantly. Without ads. Without 6 clicks. Without a paywall.
So they go there first. Your site gets visited as an afterthought — if at all.
The readers who do land on your site from a search click? They bounce in under 90 seconds if they can't find what they came for quickly. There's no interaction. No exploration. No second article.
The newspaper was built for an era of exploration. The AI age demands an answer.
NIA is that answer layer — on your site, in your brand. When the reader arrives and can immediately ask their question and get a sourced, contextual answer drawn from your editorial archive — they don't leave. They deepen.
Without NIA vs. With NIA
Every reader question is a fork in the road. Where does it take them?
How NIA Fights Back
Four ways NIA converts the AI threat into a publisher advantage.
Bring the Conversation Home
When NIA is embedded, the reader who wanted to ask 'what does the budget mean for my salary?' asks NIA — on your site, in your brand. You keep the session. You own the data. You monetise the engagement. ChatGPT never even gets the chance.
Answer the Question They Came With
Readers arrive from search with a specific intent. NIA greets them, answers their real question using your content, and then guides them to related articles. Average session depth increases 2.3x. Pages per visit up 40%. Bounce rate down.
Make Your Content Work for You
Every article you've published is a knowledge asset. NIA indexes your entire library and makes it queryable in natural language. A reader asking about Reliance Q3 gets an answer built from your coverage — with links back into your inventory.
Own Your Reader Relationship
Data sovereignty is critical. NIA keeps conversations on your infrastructure, in your brand, attributable to your publication. You see what readers are asking. You see what they can't find. You see the content gaps — before your competitor does.
NIA Works for Every Publisher
Stop Watching Your Readers Walk Away.
Give Them a Reason to Stay.
The shift has already happened. The question is whether your site is on the right side of it. NIA — 14 days free, live in 5 minutes.