For companies building new things and trying to tell their story, there's a lot of talk about "going direct" lately. This is shorthand for a new(-ish) type of PR, where the founder and sometimes other key people simply use social platforms, newsletters and all the other tools of media themselves — eschewing the traditional route of telling their stories through journalists.

The idea has gained traction in the last few years (I moderated a whole discussion about it at Consensus 2024), and whether or not you think it's a smart PR strategy, there's a lesson here for the media itself: bypassing intermediaries is an essential part of audience "ownership" — one of the biggest concerns in a world where AI chatbots now answer user questions without connecting those users to the source that originated the information.

To better understand how publishers and the media can re-assert ownership of their own audiences, I talked to Mike Donoghue for The Media Copilot podcast. Mike is the CEO of Subtext, which transforms text messaging into a broadcast channel — reaching audiences through one of the core apps of the modern smartphone. Publishers use Subtext to create conversations with readers, celebrities use it to connect with fans, and all those interactions can be two-way. All they need to do is hit reply.

In a lot of ways, texting seems like the new email, and potentially a way for publishers to create a new surface to reach audiences that they control, shielded from Google, AI, and everything else. I talked to Mike about how Subtext came to be, why texting and SMS might be the last frontier for owning the audience relationship, and the role Subtext can play in a media ecosystem where AI is rapidly becoming the new platform to worry about — and perhaps to master.

The Media Copilot is a podcast and newsletter that explores how generative AI is changing media, journalism, and the news.

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