Gen Z isn’t reading your site, now what?

As search traffic disappears and Gen Z increasingly gets its news from social media, YouTube and AI, news media publishers are confronting a question that could determine their future: How do you build loyalty with an audience that rarely visits your website? In this thought-provoking “Voices” column, E&P columnist Rob Tornoe explores why younger readers are abandoning traditional news habits — and offers some practical strategies for reaching the next generation before it’s too late.