May
15
Publishers Willing to Give Facebook Their Articles, but Not Their Ad Sales
Posted in: Uncategorized
Why would publishers want to jump into bed with their top “frenemy” Facebook? Well, they’re not, entirely.
Four of the first U.S. publishers to publish mobile articles directly on Facebook through its new Instant Articles program — The New York Times, BuzzFeed, National Geographic and NBC News — plan to handle ad sales themselves and keep all of the revenue, turning down Facebook’s offer to sell ads and share the take. Only the fourth, The Atlantic, said Facebook could eventually sell some of the ads in its Instant Articles.
“To have a third party sell [our ads] is not part of the strategy,” said Greg Coleman, BuzzFeed’s president. “And Facebook wants us to do whatever is best for us.”
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