In today’s Digest, nearly half of publishers are seeing a rise in social traffic  referrals, ABC updates the standards for digital-first publishing, and the UK unveils an AI adoption framework.

Nearly Half of Publishers See Rise in Social Referral Traffic

Nearly half of publishers have reported an increase in referral traffic from social media platforms over the past year, according to new research from Digiday. The study, conducted in the second quarter of 2025 among more than 50 publishing professionals, found that 47% had seen growth in social driven traffic since January 2024.

The findings highlight a potentially significant shift in how publishers engage with social platforms. Publishers may be witnessing a resurgence in the value of social distribution, particularly as AI-generated traffic challenges traditional measurement models. 

ABC Updates Standards for Digital-First Publishing

The Audit Bureau of Circulations (ABC) has introduced updated reporting standards to better reflect the sector’s digital evolution. The revised framework introduces several key changes aimed at aligning print and digital metrics and streamlining reporting for publishers. Notably, both print and digital editions delivered to the same individual can now be counted toward total circulation with dual-receipt figures disclosed separately. In addition, digital copies can now be claimed under circulation categories that were previously reserved exclusively for print.

ABC has also standardised circulation categories across publishing sectors, enhancing comparability for media buyers. The updates are designed to reduce administrative burden for publishers and were informed by extensive consultation with stakeholders across the media buying and publishing ecosystem.

ABC CEO Simon Redlich stated that the updated standards would deliver  “efficiencies for both publishers and buyers whilst providing a more complete picture of the publishing industry.” 

UK Gov Unveils AI Adoption Framework

The UK government has revealed a framework for AI adoption, following the success of Assist, the first general purpose AI tool approved for use across the government sector. The tool was launched back in November 2023; the tool has facilitated improved public sector communications, unlocking greater productivity and saving thousands of hours of time. 

Now adopted by more than 70% of government communications staff across over 200 public sector bodies, Assist forms the foundation for the newly introduced ASO model: Adopt, Sustain, Optimise. 

The Cabinet Office said the model reflects its commitment to maximising the potential of AI for operational efficiency, innovation, and economic growth. Cabinet Office Minister Georgia Gould acknowledges that “there are massive opportunities to use AI to improve public services, save public money and boost productivity and growth.”