Publishers are following in the footsteps of advertisers that have pulled money out of Twitter since Elon Musk took the helm six months ago. Some media organizations are now doing the same, and no longer paying to promote posts on Twitter to draw more eyeballs to their stories or sponsored content.
“Publishers are seeing the platform as toxic and unstable, and no one really wants to put their budget or energy into maximizing a platform that feels toxic and unstable,” said Melissa Chowning, founder and CEO of Twenty-First Digital, an audience development and marketing firm, in an email. Chowning’s “handful” of publisher clients that previously retained ad spend with Twitter have walked away from the platform, she said.
