“In the Race to Win Readers, Which Publisher Will Come Out Ahead?” Editorial, Columbia Journalism Review, June 10, 2016

“News startups are demolishing the entire publishing model, sometimes with wild success.”

News outlets may lose control for the sake of receiving more traffic from publishers like Facebook or Google. Readers shift rapidly and demand new ways of getting informed. Also startups are waiting for their moment or they are already being successful. From the publishers rank, Facebook is the primary news source controlling an estimated 600 million users. While the platform creates the networks it needs, on-line newspapers get their traffic. When Facebook launched Instant Articles, the biggest publishers joined right away but the rules are not clear while making experiment with news. At least, that means the Facebook needs the news and journals needs the network. Snapchat is the second and youngest social hub and launched Discover where, now, 26 publishers can play as a response to Facebook’s Instant Access but, on the contrary, it is not based on popularity or just breaking, giving more importance to the editorialists.  Being one of the largest tech companies, Google centered on ads in the search machine while millennials use their phones for apps at a 87%, more the browsing the web. This the problem they have to face, along with Facebook. For advertisers, “half the money [they] spend on advertising is wasted; the trouble is [they] don’t know which half”, as stated John Wannamaker.

 

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“In the Race to Win Readers, Which Publisher Will Come Out Ahead?” Editorial, Columbia Journalism Review, June 10, 2016

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