An estimated 52,400 journalists worked in the UK in 2025, rising to approximately 94,000 when editors are included. The UK had around 78,800 PR professionals in 2025—roughly 1.5 PR professionals for every journalist. The estimated number of UK journalists fell by 11% between 2021 and 2025, Read more

BLS counts 39,250 in 2025 (not including freelancers) Census counted roughly 87,000 working journalists in 2024 which includes freelancers. BLS counts fell from 64,590 in 1999 to 39,250 in 2025. Census journalism employment increased between 2018 and 2021, then remained essentially flat Read more

Give away the ending: subject lines that state the finding outperform those that tease it. Name the fact, not merely the topic. Front-load the news. Use clean, intuitive ratios such as “1 in 5" over percentages. Overall, help journalists judge the story’s value at a glance. Our Read more

1–2-year-old domains averaged 21.6% open rates 5–6 year old domains averaged 34.9% Established agencies performed no better than brand-new solo senders on young domains A young custom domain (under 3 years) actually opens worse than Gmail Even with identical, fully-configured authentication, Read more

AI citations are wildly fragmented, and prompt type drives citation patterns more than any other domain. Informational prompts pull nearly 3x more citations than brand awareness queries ChatGPT cites far more sources than any Google platform. Reddit, the most-cited site, accounted for just Read more

AI is far more likely to mention a brand than cite that brand’s website. Only 23.1% of brand mentions include a citation, so mentions and citations should be tracked separately. ChatGPT cites fewer URLs than Google’s AI products, but it is much more likely to name the brands it cites. Read more

Link insertions are sold on just 14.9% of sites in the database. Guest posts were available on effectively all of them. The average insertion costs $179. 97.5% of sites selling insertions are low quality. Only 143 sites in the entire database — 0.34% — are genuinely high quality and Read more

Prompt type has a major impact on AI citation behavior. ChatGPT cites the most sources, averaging 18.2 citations per query. Informational/exploratory prompts generate the most citations, averaging 23.3 citations per prompt. Evaluative prompts show the highest cross-platform agreement. Our Read more

AI platforms rarely cite the same sources: 76.1% of citations appear on only one platform, and just 0.8% overlap across Google AI Mode, Gemini, AI Overviews, and ChatGPT. Citation behavior varies dramatically across platforms, with even Google's own AI products showing only moderate overlap Read more

No single site dominates AI citations—Reddit leads at just 3.49%. Prompt type drives citations more than domain. Blog/content makes up 53.46% of all citations, far ahead of news (14.09%) and social (8.71%). Owned content appears in ~40% of brand awareness queries. Earned media accounts Read more