The public internet model is effectively dead due to saturation, algorithmic aggregators, and AI security vulnerabilities, and that may open new possibilities (Ben Thompson/Stratechery)

In 2003, the early days of the blogosphere were marked by a surge of independent publications as the internet evolved. This period saw the advent of WordPress, which allowed for easy installation and management of blogs. However, as the internet grew, it became a battleground of content, with Google emerging as the dominant force by providing efficient discovery rather than free distribution.

The internet's open nature led to an abundance of content, resulting in fierce competition and diminishing returns for advertisers. This shift paved the way for alternative business models, such as subscriptions, which allowed content creators to monetize their work directly from dedicated readers. Substack exemplified this model, with notable figures like Felix Salmon successfully generating significant revenue through reader subscriptions.

Social media emerged as another powerful discovery mechanism, built on the foundation of early internet communities. Platforms like Twitter provided a space for real-time conversations and connections, further fueling the growth of content. Despite the abundance of information, the rise of algorithms played a crucial role in navigating this vast sea of data. Companies like Google and Twitter capitalized on this by providing efficient discovery tools, ensuring that valuable content reached its intended audience.

The era of the public internet, characterized by its openness and abundance, gave way to a more curated and subscription-based model. This shift represented a change in the way content was created, distributed, and consumed, laying the groundwork for a more sustainable and focused approach to digital publishing.