INTEL: Regular press mentions matter (A LOT) in the age of AI

A new report based on an analysis of over 25 million links across ChatGPT, Claude and Gemini by the media intelligence software company, MuckRack, found that ‘earned media’ accounts for roughly 84% of AI citations.

Earned media is coverage or mentions a company or expert gets without paying for it or writing it themselves — it's essentially “earned" through merit and newsworthiness.

The strongest type of earned media, by a distance, is press mentions, namely featuring in respectable and established news media. These articles give AI agents the trust signals they look for when choosing who to mention.

By contrast, MuckRack’s analysis found that owned media (content published on your own website) accounts for only 13.7% of AI citations, while paid and advertorial content accounts for just 0.3% of AI citations, so is effectively invisible.

So congratulations, by being on Newspage, an earned media news platform, you’re significantly boosting your chances of appearing in AI-generated answers, whether via ChatGPT, Gemini or Claude.

However, another key finding of the MuckRack research is that consistency is key. As the report highlights (see screengrab), ‘one press hit per quarter provides only limited opportunities for visibility, while a consistent stream of earned coverage helps maintain a stronger presence in AI-generated answers over time’.

Translate, if you’re on Newspage but only use the platform sporadically, you’ll be far less visible in AI answers than your competitors who feature in the news day in, day out. For Newspage to make you genuinely visible, we recommend you have a Premium subscription, which will enable you to contribute to 10 stories a month.

If you’re new to Newspage or have never tried a paid subscription, you can get 50% off our Premium subscription for a month with this discount code: IMWGHXTM. So £25+VAT for the whole month of August. The code expires at midnight tonight.