Company / division: Instant Articles
Facebook has been doing a great deal to reach out to news publications recently and let them know that it has their interests at heart, something which has occasionally been in doubt. However, despite all the soft enticements it’s offered to get publications to work with Facebook and use its Instant Articles feature, the big thing publications have wanted is a business model other than advertising, namely subscriptions. It sounds like Facebook is now working on that feature, which would allow users to pay for subscriptions to publications from within its apps. Apple News, of course, already offers that options, but it’s been a closed rather than open platform so far and though I was expecting it to open up more in iOS 11, there’s no word of that so far from Apple. I would guess Facebook would start with a narrower program too and open up somewhat over time. So although this is good news for whichever pubs get included in the first round, many will likely have to wait even longer. But this is a good first step in giving news publications something they probably want more than anything else from Facebook right now.
I’m generally a skeptic of proprietary or customized forms of web publishing because I believe they create extra work for publishers, which in turn takes us back to earlier eras when smaller publishers weren’t able to compete with larger publishers on a level playing field (this is something I’ve written about in detail here). But they also have other objectionable aspects, including making some very powerful companies more powerful. Facebook’s Instant Articles is a great example of all that, and it’s struggled to gain momentum in part because it’s not clear to most publishers that it actually helps them make more money than simply linking out to their sites, and in part because it doesn’t support any kind of payment method today. Facebook’s Journalism Project, on the other hand, is supposed to address some of publishers’ frustrations, and as part of Facebook’s response to those frustrations, it’s tweaking its SDK for Instant Articles to add support for the Google-led AMP format and eventually also for Apple News. That could help assuage concerns about having to publish in four different formats separately (FB IA, AMP, Apple News, and the web), but it’s obviously only helpful to those publishers big enough or tech-savvy enough to work with an SDK and a custom CMS to feed it. And it does nothing to address the very real monetization issues or the sense of loss of control that has caused some publishers to pull back from Instant Articles lately. This feels like an inadequate bandaid rather than a real solution. Above all, Facebook needs to bring on the monetization tools pronto.
via Facebook Media