Happy Monday!
Scott Nover back here again for one more issue before your gracious host and newsletter writer extraordinaire Sara Jerde returns.
Today we're talking about Facebook. The social media giant revealed Friday that it's been testing a new feature that will make it easier for users to read articles from the news outlets to which they already subscribe. Seems like a no-brainer, huh?
Facebook previously added similar functionality to publishers through Instant Articles, those articles hosted natively in the Facebook app. But this new feature extends to articles that take you to the publisher's website too.
The company told me that it's been testing this feature since late last year with a few notable partners, including sports startup The Athletic, the Atlanta Journal-Constitution and the Winnipeg Free Press. Currently, the list of partners seems small and the functionality is limited. Publishers have to upload their subscriber list, match readers with Facebook users and that sends the reader/user an invite to link their account.
A Facebook spokesperson said that, in June, users who linked their subscriber accounts on Facebook viewed their news outlets’ content 117% more in Instant Articles and clicked through to their websites to read articles 111% more than before linking their accounts.
Facebook and the news industry have had a tenuous relationship (to say the least), but this seems like a good-natured effort to improve the user experience. Who wants to keep signing in every time they click a link from their favorite news site?
Twitter also said recently that it was exploring a subscription version of its platform, including a paid bundle with access to certain news outlets.
Platforms already have inordinate sway over the news industry and a jerk in one direction can uproot revenues and transform strategy (remember the 'pivot to video?'). The least they can do is make it easier for users to read they articles they already pay for.
What else we're covering:
Sara Jerde is back tomorrow, so send any tips or comments her way (sara.jerde@adweek.com). Thank you for reading!
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