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You might have heard: Facebook has been testing hosting publishers’ content natively, with the goal of reducing load times and creating a more seamless experience for users
But did you know: Facebook Instant Articles have arrived, launching with nine partners including NYT and BBC News (Facebook Media)
Today Facebook is unveiling “Instant Articles,” its program to natively host publishers’ content within the app’s News Feed. Nine publishers are part of the launch, including The Atlantic, BuzzFeed and National Geographic. Facebook will share analytics with publishers, and Instant Articles is compatible with audience measurement tools such as comScore, Omniture and Google Analytics.
+ Here’s where you can see all of today’s Instant Articles once they’re published (Facebook)
+ Ads can appear inside Instant Articles, and publishers will keep 100 percent of the revenue if they sell the ad; Facebook will keep 30 percent if it sells the ad (Re/code), and Facebook says Instant Articles won’t receive preferential treatment in the News Feed, but if they are clicked, shared and liked more often than others, they will show up higher in the News Feed (Business Insider)
+ Instant Articles load 10 times faster than mobile web articles and build upon insights from Facebook’s Paper app (TechCrunch)
+ Vivian Schiller says publishers don’t have a choice about working with Facebook: “That’s where the audience is. It’s too massive to ignore” (New York Times) and will Facebook’s Instant Articles force Google to adopt something similar? (Marketing Land)
+ Noted: UVa. dean files defamation lawsuit against Rolling Stone for campus rape story (Washington Post); Google’s user experience ranking is only being used for mobile results, not desktop results (Search Engine Land); Cablevision will drop its $1 bid for NY Daily News (Reuters); Only one-third of U.S. smartphone/tablet users will buy an app this year (Wall Street Journal); Knight Foundation invests $1 million in podcast collective Radiotopia (Nieman Lab)
How to increase the time readers spend on your articles (Journalism.co.uk)
Websites such as Medium focus on measuring how long users spend on site, slowly changing the way the industry interprets web metrics. To keep users on your site longer, use more multimedia such as photos and videos, and break up the story with subheadings. If possible, encourage traffic to your homepage — Chartbeat has found that readers who come to a website through the homepage tend to spend longer on the site.
+ Canva’s Andrianes Pinantoan explains how they grew their blog’s traffic by 226 percent using research (Buffer Social)
+ A tool to help you choose the right chart for your data visualization (Journalism.co.uk)
UK adults are twice as likely to look at news on a smartphone as on a desktop (PressGazette)
A survey from Ofcom shows that adults in the U.K. prefer reading news on a smartphone rather than on a desktop. Users were asked what device they use most to look at news websites and apps, with 32 percent saying smartphones and 16 percent saying desktops. Laptops and netbooks were slightly ahead of smartphones with 36 percent.
How to make sure you have a singular voice when communicating with readers (Inc.)
By developing a uniform voice for the company, employees will be more confident when interacting with customers. To develop that voice, Jay Baer recommends declaring your values and determining what’s most important to the company, as well as defining what the rules of engagement are. Set the tone by picking words and phrases that are part of the company’s lexicon and include them in a style guide.
In the Verizon-AOL deal, advertising technology is king instead of content (Advertising Age)
With the announcement that Verizon will buy AOL for $4.4 billion, Alex Kantrowitz says the driving force behind the deal was AOL’s advertising automation technology. But as for AOL’s content business, Verizon’s CEO Lowell McAdam has said he doesn’t envision Verizon as a content company, meaning AOL’s content brands could soon be gone. On the future of the content brands, AOL CEO Tim Armstrong said: “Obviously we’ve seen a lot of interest in the content brands we have. So over the course of the summer, stay tuned.”
+ More on the future of content at AOL: AOL is in talks to spin off The Huffington Post, most seriously with Axel Springer (Re/code), but sources say Verizon is likely to retain TechCrunch and Engadget (BuzzFeed) and Tim Armstrong says AOL will stay in the content business (TechCrunch)
+ Implications of the acquisition: Jasper Jackson questions where HuffPost and TechCrunch fit into Verizon-AOL deal: Content businesses were never a strong fit for AOL, and will make even less sense for Verizon (Guardian); The deal has the potential to put Verizon and AOL on the same scale as Google and Facebook (MediaPost); The last time Verizon owned a media company, it banned reporters from writing on certain subjects (Business Insider)
How each social network counts video views: 30 seconds for YouTube vs. 3 seconds for Facebook (Marketing Land)
As the importance of video grows, a question is rising along with it: What exactly counts as a video “view”? For Facebook and Instagram, viewing 3 seconds of a video counts as a view; at YouTube a view is counted after a user has watched 30 seconds. Unlike other platforms, Twitter does not autoplay videos yet, so views are counted when a user clicks on a video within a tweet. On Twitter’s video network Vine, views are counted after the user watches the entire video, which can be six seconds at the most.
+ Wall Street Journal’s head of global media sales Trevor Fellows says branded content will never be a dominant revenue source: “We all like this content … but it’s a lot of work for the client, it’s a lot of work for the publisher” (Mumbrella)
+ Data from NewsWhip on how paywalls affect success on social media: Offering a small number of stories for free each month and making sure your site is part of readers’ conversation is a good way balance paywalls with social relevance (NewsWhip)
The post Need to Know: May 13, 2015 appeared first on American Press Institute.
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