At The Audiencers’ Festival in Paris, Max Leroy, a seasoned Audience & Product Strategist, challenged the media industry to rethink its priorities. He argued that the greatest threat isn't AI or tech giants like Google, but our failure to engage with our readers. This disconnect has led to plummeting trust and dwindling audiences, signaling a collapse in product-market fit. Leroy highlighted five toxic obsessions in media, with a focus on the refusal to interact with audiences. He urged the industry to shift towards understanding and respecting audience needs, fostering communities, and balancing advertising with user experience. Urgent action is needed to ensure the sustainability of media by addressing these issues head-on.