San Francisco – A coalition of nine media with Facebook to publish content directly into the Social Network is generating anxiety and hope in the industry, which seeks to expand its audience, but fears to lose prominence to the distribution of news outside their platforms.
Among those involved in the partnership are the American newspaper “The New York Times,” the station “NBC” and the British newspaper “The Guardian”, which began to publish on Wednesday its content within Facebook, no longer necessary to leave the social network to make reading the news.
The agreement, which must be extended to more companies soon will allow items to be downloaded on a ten times faster speed on mobile phones than now.
The “Instant Articles” is a feature designed for mobile devices: Articles that distribute the press directly by the social network will be visible in the “News Feed” Facebook application – initially just for iPhones. In desktops running the following links system that leads to the pages of the media.
The vice president of Facebook’s Partnerships and Operations Platforms, Justin Osofsky, told Efe that reading news on the social network is “the worst experience there” in the “News Feed” and the reason for this editorial movement.
“As more people access mobile devices, we observed that the experience of opening a news needs many improvements. It is particularly slow, it takes more than eight seconds to load,” he added primarily responsible for the “Instant Articles,” Michael Reckhow.
The media will have the option to include advertising in your articles and keep your recipes but may also prefer that Facebook has marketed announcements, retaining 30% of the proceeds from the sale, he explained Reckhow.
The social network will also enable companies to have access to data on people who read news using current tools of Facebook, facilitating the monitoring of the interests of users.
The initiative is, in the opinion of “The New York Times”, the last year of existential balance of the press, which seeks to achieve the 1.4 billion active Facebook users in the world, but also fears that the alliance disrupt their business.
However, Vivian Schiller, former executive’s own “The New York Times”, the “NBC” and Twitter, believes the media have no choice.
“The audience is there (on Facebook). (He) is too great to ignore,” he said in remarks to “The New York Times.”
James Bennett, director of the magazine “The Atlantic,” another of the nine vehicles of the initiative, acknowledged today that the publication of news through the “Instant Articles” means “losing control of the distribution system”.
However, he pointed out that, while the media are trying to bring their stories to as many people as possible, something facilitated by Facebook.
For the executive director of “The New York Times,” Mark Thompson, the agreement offers the opportunity to explore the possibility of attracting more traffic to the newspaper’s website through Facebook.
“This is an opportunity to expand and explore whether Facebook can become an even greater part of the Times traffic,” said Thompson in an article published in the journal site.
Also part of the group that will use the first tool the “Buzzfeed”, the “National Geographic” and the Europeans “The Guardian”, “BBC”, “Spiegel” and “Bild”.
In the coming weeks, said Osofsky, other media will begin to use the “Instant Articles”.
“The goal is to have a ready tool for any means to use it. We’re doing it to be easily included in workflows and existing content systems,” said the vice president.
Facebook worked with companies to design the publishing tool:. News distributed by the social network will have an optimized format and will be customizable
The information, which will be opened after one ring, may include photos, videos, audio, graphics and other elements such as tweets, YouTube videos or photos Instagram. And they may be shared and commented independently.
Osofsky clarified that the news posted on Facebook will not be exclusive and may also be found on the websites of the media in its traditional aspect.
Facebook argues that the initiative will offer companies an opportunity “monetize their content.”
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