Social platforms can send large bursts of traffic, but publishers know those audiences can change quickly when algorithms shift.
That is why many editorial teams are rebuilding around loyalty. A direct visitor, newsletter subscriber, or returning search reader is easier to serve than someone who sees a single story by chance.
This does not mean social is less important. It means social should introduce the brand, while the website, email, and article experience build the relationship.
For a broad publisher, loyalty starts with consistency: clear categories, strong headlines, readable pages, useful follow-up links, and a reason to come back tomorrow.