Facebook expands news content through publisher relationships

Anne Freier

In Mobile Advertising. October 23, 2017

Facebook is strengthening its partnerships with publishers by announcing an extension to its mobile app that will enable users to read a limited number of articles monthly and then giving them the option to subscribe via the publishers’ website.
The addition was recently announced with 10 publishers already signed up, including the Washington Post, The Economist, German tabloid Bild, The Telegraph, The Boston Globe, Hearst (The Houston Chronicle and The San Francisco Chronicle), La Repubblica, Le Parisien, Spiegel, and tronc (The Baltimore Sun, The Los Angeles Times, and The San Diego Union-Tribune).
Major financial publications such as the Financial Times ore the Wall Street Journal did not sign up, rejecting Facebook’s approach which lacked a more individualist approach to separate publishers.
By partnering with established news groups, Facebook hopes to regain consumer trust following the fake news scandal.
Campbell Brown, Head of news partnerships at Facebook, explains:

“We’re listening to news publishers all over the world to better understand their needs and goals, and collaborating more closely on the development of new products from the beginning of the process.”

Initially only available for Android users, Facebook will continue testing of the feature before making it available across various operation systems. Brown adds:

“Over time, we’ll continue investing in new ways to enable publishers’ subscription businesses – including working with publishers to remove friction from the conversion flow to subscribe, leveraging data to better target content and offers to likely and existing subscribers, and improving our marketing tools to make them better suited for publishers’ needs. We’re looking forward to working with our partners to help support an important business model for the news industry.”