Editorial Intelligence · Briefroom
Briefroom monitors every editorial signal, surfaces the 20 stories worth covering today, and generates a full brief in your brand voice. Before your team sits down.
Why now
You've felt it in your analytics. The Google traffic that used to be dependable is sliding, and stories that once found readers don't anymore. You're not imagining it, and you're not alone: referrals from Google search to publishers fell 33% in the year to November 2025 (Reuters Institute, Chartbeat). When Google answers with its own AI summary, most readers never click through at all (Pew Research).
The traffic didn't vanish, it moved. Discover is now the biggest Google source for news, and it plays by different rules: the right story, fresh, framed for how people actually find it. In February 2026 Google said it outright, that it now favours original, local content from sites with real expertise in their niche, and the English-language giants lost ground. A focused publisher who reads the signals wins. One who publishes blind keeps losing. And today, reading those signals still happens by hand:
RSS feeds, Reddit threads, press releases, social trends. Most never become a story, but someone has to read them all. Every morning.
~2 hrs/editor, by handWithout systematic coverage monitoring, you find out about the story after three competitors have already published. Missed stories are lost traffic, permanently.
Undetected, until it's too lateEvery new vertical, newsletter or push for more coverage needs another editor you don't have the budget for. Output is capped by headcount.
Capped by headcountHow it works
Briefroom runs every morning while your team sleeps. By 9am, the day is already planned.
Your vertical scanned while you sleep. RSS feeds, Reddit, press releases, YouTube. All sources, every morning, automatically.
Every signal scored for editorial value, virality and Reddit engagement. The 20 stories that matter today, ranked. The rest, filtered.
See instantly which hot stories competitors are covering that you haven't touched. Own the angle before the window closes.
One click generates a full editorial brief in your brand voice. Angle, context, headline options, interview questions. Ready in under 60 seconds.
Brief becomes a concept article. News (350w) or analysis (700w), ready to edit. Assign directly from the Kanban planning board.
The briefing assistant is built into every brief. Ask it to suggest a different angle, find supporting sources, draft interview questions or check what competitors have written. It searches the web in real time and responds in the context of the story, no switching tools, no copy-pasting between tabs.
After publishing, Briefroom reads how each story actually performed through your own Search Console and GA4: which topics earned Discover impressions, which headlines got clicked, which traffic stayed and which bounced. That feeds back into the scoring at step 02, tuned to your audience instead of a generic model. Search Console signals are day-level, GA4 is same-day. Not realtime, and honest about it. In beta with founding partners who help shape it.
What you get
Here's what changes, concretely: your team finds the stories worth covering faster, stops missing the ones competitors catch, and starts every draft from a brief instead of a blank page. The one independent, peer-reviewed anchor worth trusting: AI assistance makes professional writing roughly 40% faster (Noy & Zhang, Science / MIT, 2023). Directional, not a promise, but it points the right way.
Editors spend their hours on judgement and writing instead of filtering. The same team covers more of the right stories, so growth doesn't have to mean headcount.
Coverage-gap detection shows what competitors published and you missed, while the window is still open. A missed story is traffic you never get back.
Publishers earn from readers who return, and that comes from distinctive content (Reuters Institute, Medill). Briefroom helps you choose and make it, faster.
Quality over volume
The fear with any AI tool is more filler that drags your brand and your Google standing down. Briefroom is built the other way around. It takes the repetitive layer, scanning, filtering, briefing, first drafts, and hands your editors back their best hours for the work that builds a publisher and that no model can do:
The human decides what publishes. You get more original, distinctive work, not more filler. And that is where a publisher's next growth comes from: loyal readers who return, not raw volume.
Independent research backs this. TNO, the Dutch applied-research institute, found in 2026 that AI does not raise productivity on its own: the gain depends on what teams do with the time they free up. The technology delivers the hours. What you spend them on decides what they are worth. Briefroom clears the desk, so the work that grows an audience is what fills it.
What you get
Every feature exists because a real editorial problem required it, not to look good in a demo.
Everything worth knowing, already filtered before you sit down.
From signal to publishable concept in one click.
From brief to published, tracked in one place.
Pricing
One-time setup to configure your sources, calibrate your editorial voice and onboard your team. Then a monthly retainer that covers everything: daily runs, all API costs, monitoring and support.
One-time setup
We absorb the setup cost for founding partners. In return: early feedback and a reference once you're live.
Monthly retainer
All daily runs, all API costs, monitoring, support and updates included.
What's included
Everything you need to automate your morning editorial workflow from day one. Signal scanning, story scoring, coverage gap detection, editorial briefs in your brand voice, concept articles and a Kanban planning board.
Book a call to discuss STARTOne-time setup
Live within 5 working days. No IT involvement. Full multi-editor configuration included.
Monthly retainer
Everything in START, plus higher scan frequency, deeper content generation and team features.
What's included
Everything in START, built for larger teams. Higher scan frequency, deeper content generation, multi-editor assignment, SEO brief layer, newsletter drafts, GA4 tracking and multi-domain support.
Book a call to discuss SCALEPricing
Scoped per engagement. Contact Tim for a conversation about your operation.
What's included
Everything in SCALE, built for multi-brand media groups. CMS integration, white-label, API access, competitor intelligence, enterprise SSO and dedicated support. Scoped to your operation.
Contact TimAll pricing excludes VAT. Contact Tim to discuss Enterprise scope and pricing.
Less than a tenth of what a single editor costs each month, doing the filtering and briefing an editor shouldn't. All-in: daily runs, every API cost, monitoring and support, with no per-seat fees and no usage bills. Building this in-house means an AI team and months of work. This is live in a week. And while you weigh it up, the traffic keeps sliding.
Why this exists
I ran editorial and commercial operations for an international publisher for ten years. We had hundreds of signals arriving daily. We had good editors and we still missed stories. The team was capable, the volume just wasn't something humans could process by hand. That is the gap Briefroom was built to close.
I watched editors spend their best hours filtering rather than writing. I watched stories get missed because nobody had time to check what competitors had covered. I watched briefs get built from scratch every morning, when most of the work was the same work we'd done the day before.
Briefroom is the system I wished I'd had, built by someone who ran the operation, not adapted from a generic tool.
Not ready to talk yet?
Send your vertical and two competitors. You get a one-page sample: the day's stories scored, the coverage gaps, one example brief. Built from public sources, so no access to your systems, and no call.
Founding partners
Briefroom is in its founding-partner phase. A handful of publishers come in now at founder-rate pricing, locked for 12 months, with direct input into the roadmap. You'd be among the first to run it on your own vertical.
Reference environment
Built and validated in a market I know from the inside: ten years as Country Director at Motorsport Network. It runs daily on live F1 content, without manual intervention, since March 2026. That's a reference environment, not a customer deployment, and I'd rather say so.
This is not a standard SaaS trial. If your editors are not spending less time on signal monitoring and briefing within 30 days of going live, the engagement ends. No invoice, no awkward conversation.
Your next story, already briefed
Start with a 30-minute call, or get a free sample of what Briefroom surfaces in your niche first. No preparation, no pitch. Just your operation and whether Briefroom fits.