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How Facebook could kill the news brand
It seems my prediction is coming true: Facebook wants news stories to live within its own app. That’s better for Facebook’s readers, who don’t need to click on links and wait for clunky external websites, and it’s better for Facebook, which gets to keep those readers within its own ecosystem and collect more data on exactly what kind of stories they like to read. It’s also good for companies like BuzzFeed, whose CEO, Jonah Peretti, says that “it increasingly doesn’t matter where our content lives.”
The idea is that if BuzzFeed can reach a broad audience with its various editorial products, it can then sell that secret sauce to advertisers, and help them reach the same audience, using the same tools. The key here is reach — which, in an app-based world, is a very different animal from traffic.
So it’s no surprise that BuzzFeed looks set to be one of the first publishers to sign on to Facebook’s new native-news platform. It’s more surprising, however, that the New York Times is going to be one of the others. That’s because the NYT and BuzzFeed are in very different businesses. BuzzFeed has built its business model around its ability to ensure that any piece of content, whether it’s a cat listicle or an ad or a news story, reaches as much of its intended target audience as possible. The NYT, on the other hand, has a different business model, which is to build a loyal readership of people who trust the brand to deliver top-flight news, and then to monetize that readership both by charging subscription fees and by selling ads in adjacency to its news stories …. http://fusion.net
Source: http://luismmx.blogspot.com/2015/03/how-facebook-could-kill-news-brand.html
