Your Best Distribution Channel Is Already on Your Payroll
12touches.com, Friday, September 18th, 2026
Alan Shimel's argument that Google's AI Overviews are engineered to make the click unnecessary - his "Google Zero" - lands as hard on technology vendors as on publishers, because organic search was always rented distribution that merely felt owned.
The largest untapped alternative is already on staff: a few hundred customer-facing employees, each publishing a weekly newsletter carrying the company's news section, is hundreds of trusted channels reaching the market with no algorithm in between.
It succeeds where employee advocacy usually fails because the employee owns the asset, and the resulting traffic is attributable and rewardable per person.