The Media Copilot AI Took the Clicks. Creators Want Them Back.
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Oct 10, 2025 In a compelling discussion, Marc McCollum, Chief Growth Officer at Raptive, shares insights on how AI is reshaping the publishing landscape. He argues that despite AI summaries taking clicks away from creators, there's an opportunity to rebuild the open web with a creator-first approach. Marc emphasizes the importance of owning audiences and website traffic, highlights recipe sites as resilient to AI disruptions, and reveals the untapped potential of Google Discover for growth. A must-listen for those invested in the future of media and creator independence!
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Creator-Led Open Web Model
- Raptive helps creators own their websites, email lists, and IP while providing tools and monetization services.
- Marc McCollum says this preserves control and aligns incentives via revenue share with creators.
Own Your Audience First
- Prioritize owning your site, email list, and podcast because owned channels retain full control and revenue.
- Avoid giving platforms 45% or more of your revenue when you can monetize directly, Marc McCollum warns.
AI Summaries Threaten Open Web
- Raptive asserts Google is taking creator content for commercial use without consent or compensation.
- Marc McCollum calls this practice illegal and existentially threatening to the open web.