We’re living in the age of Google Zero (aka Zero Click Search), where traditional search-driven discovery is drying up, and publishers of all kinds—from mainstream media companies, to content creators, brand journalists, influencers, and marketers—are being forced to rethink how they reach and retain their audiences.

So, what does “Google Zero” actually mean, and how can the publishing industry prepare itself for the biggest potential threat to its business model since, well, the Internet?

What is Google Zero?

Google Zero is a phrase first coined by technology journalist Nilay Patel. It refers to a pivotal moment in the evolution of search: when Google stops acting as a gateway to the open web and instead becomes a fully-fledged answer engine, serving up responses directly, without sending users to external sources.

Sounds dramatic, right?

And maybe even a little unrealistic. After all, does Google even have a business model if it completely sidelines the very publishers and creators who supply all the answers?

But here’s the thing: it never makes sense to second-guess a company that rose to dominance, along with the likes of Amazon and Facebook, in an era defined by the mantra “move fast and break stuff.” The winds of change are already blowing.

According to a recent Press Gazette article, major UK publishers have seen search traffic drop by as much as 80% in recent years. That’s not a blip – that’s a seismic shift.

Publishers Have Been Burned Before By Google

Publishers are right to be wary. This isn’t the first time the industry has felt the heat from Google’s changing approach to content distribution.

Way back when Google News first launched (more than 22 years ago), many publishers raised serious concerns. The platform allowed users to consume headlines and snippets without ever visiting the publisher’s homepage, effectively bypassing the very environments where advertising revenue was generated. For outlets relying on page views and ad impressions, this was a direct hit to their bottom line.

And it didn’t stop there.

Over time, Google introduced featured snippets, AMP, and now AI-generated summaries, each step further reducing the need for users to click through to the source. The result? Publishers invest in creating high-quality content, only to see Google serve it up in bite-sized answers, stripped of context, branding, and monetization.

If “Google Zero” becomes the norm, publishers risk being burned again, unless they pivot toward models that give them back control.

That’s why email, subscriptions, and direct audience relationships aren’t just smart strategies. They’re essential.

Going Back to Basics: The Email Newsletter

So, how are forward-thinking publishers responding?

They’re going back to basics.

More and more, media brands are embracing paid subscriptions, not just as a revenue stream, but as a way to build deeper, more meaningful relationships with their readers. And at the heart of this strategy is something that’s been around for decades but is now more powerful than ever: email newsletters.

But not the old “spray and pray” kind of email.

I’m talking about subscriber-only newsletters – premium content delivered directly inboxes. These aren’t just updates. They’re value-packed, trust-building, and designed to keep readers coming back.

In a world where algorithms increasingly decide who sees what, email gives publishers something rare and incredibly valuable: control.

• Control over the message.
• Control over the audience.
• And most importantly, control over the relationship.

But executing this strategy isn’t always straightforward. Many publishers find themselves caught between the need to grow their subscriber lists quickly and the pressure to manage and maintain consistent, high-quality email sends.

Most Email Platforms Help You Send – Few Help You Grow

It’s a common frustration: you’ve got the tools to deliver emails, but not the means to build the audience you’re sending to.

That’s where Second Street and Adestra (stablemates under the Upland Software umbrella) come in – not just as tools, but as a strategy.

Grow Your Audience from the Ground Up

Second Street empowers publishers to attract new subscribers through interactive experiences, including contests, quizzes, ballots, and giveaways. These aren’t passive forms; they’re active engagement engines that generate high-quality leads and rich, first-party data.

Turn Data into Action

Adestra picks up where Second Street leaves off. It transforms raw data into meaningful segments, enabling you to tailor content based on interests, behaviors, and engagement patterns. The result? Smarter campaigns and stronger connections.

Build Relationships That Last

From onboarding flows to re-engagement journeys, Adestra helps you nurture your audience with precision. You’re not just sending emails—you’re building trust, loyalty, and long-term value.

Together, these platforms let you do what search and social can’t: own the relationship. No algorithms. No gatekeepers. Just a direct line to your audience—built on engagement, powered by data, and designed for growth.

The Time to Act Is Now

If you’re in publishing or marketing, this isn’t just a trend to watch—it’s a wake-up call.

Email isn’t just a channel. It’s your most valuable asset.

The platforms will always change. The algorithms will always evolve. But your email list? That’s yours. And in the age of Google Zero, it might just be the difference between surviving and thriving.

To learn more about how you can combine the power of Second Street and Adestra to power your newsletter strategy, contact our audience engagement experts today.