How The Arena Group is rewriting its commercial playbook for the zero-click era

With referral traffic under pressure, The Arena Group has shifted focus to keeping people on its sites longer so it can turn those moments of attention into meaningful revenue.

The company is testing AI-powered content recommendation models to keep readers moving through its network of sites — including Parade, The Street and Men’s Journal — to bump up revenue per session — its core performance metric.

By moving the average number of pages a visitor reads from 1.1 to 2 — the goal it has set for the end of 2026 — the publisher expects to add seven figures to its bottom line, according to Stephanie Mazzamaro, head of programmatic, addressability, and operations at The Arena Group, who didn’t provide exact figures. Early results show the tools have boosted dwell time to 1.2 pages per visitor equated to several million dollars, per Mazzamaro. 

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