FOURTH RIGHT: Did DNPA just admit that website traffic is a trap?
By Pragadish Kirubakaran in Media News on Monday, 02nd March 2026 at 3:29pm
Image Edited by Dinesh Raj M
For at least a decade now, if not longer, Indian digital media chased traffic like it was oxygen. Pageviews were power, going viral made platforms feel like gods. At the DNPA Conclave 2026, that illusion cracked.
Held in New Delhi on February 26, under the theme “Rewriting the Playbook for a Resilient Digital Future,” the event signalled something bigger than another industry gathering. It felt like a confession. According to the Digital News Publishers Association, the conversation has shifted from scale to sustainability, from reach to relevance.
That’s not a philosophical pivot. It’s survival.
A Times of India report bluntly acknowledged what many publishers won’t say publicly: traffic spikes built on platform distribution created hollo...
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