The event, supported by AWS and EPAM, gave members the opportunity to research, ideate, and ultimately prototype at speed.

The provocation was ‘The Death of the Article’, and we were blown away by the creative (and commercially viable) solutions proposed. Each one viable. Each one distinct. One of them could ship tomorrow. Others within weeks.

Key takeaways

What comes after the death of the article?

A simple question – the elephant that never leaves the room. We’ve sat through the panels, read the reports, seen the charts, nodded along to news of Google Zero, lost sleep over scraping, optimised workflows, etc. 

But what comes next?

What we made

Every single team built a provocation. A product experience designed to replace the article as we know it. Each one viable, each one distinct. One of them could go live tomorrow, others within weeks. 

Some of the strongest ideas came from people who had never prototyped before. This is what happens when you put creatives, editors, designers, and product thinkers in the same room with the same brief, and enough trust to be genuinely curious.

We don’t live in 2016 anymore

Audiences have changed and so has their behaviour. Technology continues to fuel shifts in how content is created, distributed, and consumed. 

Yet, the format of digital articles hasn’t evolved in the last decade. To compete with social platforms, we must innovate. The time is now.    

Want the latest industry insights?

PPA members have access to our recently published report, ‘Humans and Machines: The Everywhere Equation’.

The findings challenge the idea that publishers need to be everywhere. Instead, success will come from focus, prioritising trust, usefulness, habit and community, while adapting to new discovery environments including AI-driven platforms and recommendation systems. Read now.