Good morning. Which way is X heading?
Some media executives told the Financial Times that brands plan a return to Elon Musk’s platform, in the hope of pleasing the tech mogul as he takes an influential role in the Trump administration.
But the FT’s data crunchers also report that X deactivations have soared after the election, with traffic to rival platform Bluesky rising accordingly. The U.K.'s left-wing Guardian also just became the first major newspaper to stop posting on X.
Given that liberal X-odus, those brands might find themselves advertising to a narrowing set of users. —David Meyer
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