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May 4, 2015

Facebook to Offer Publishers a Big Ad Revenue Slice With Instant Articles

Project Would See News Content in its Entirety Posted to the Social Network

Facebook is hard at work on making its latest brainchild — Instant Articles — a reality.

The idea has been in the works for some time and is contingent on media companies acquiescing to having their articles in their entirety posted on Facebook.

The social network is still in talks with a number of publishers in a bid to finalize the details, sources told The Wall Street Journal. According to the sources, some publishers remain “wary of tethering themselves more tightly” to the social media firm.

Instant Articles could launch as early as this month, meaning Facebookers would no longer have to go to media organizations’ websites or apps to read a full story — instead the content would be available in its entirety on the social network.

According to the Wall Street Journal report, Facebook has offered to change its customary revenue-sharing model. Sources told the publication one of the versions being considered is that the media companies would keep all of the revenue from ads they sell on Facebook-hosted news sites. If Facebook sells the ad, however it would pocket approximately 30 percent of the revenue.

Facebook has long wanted meatier content on its network. Back in 2013, when Facebook launched its redesigned news feed, Facebook CEO Mark Zuckerberg hinted at his desire for more news content on his site.

“News feed is one of the most important services that we build,” Zuckerberg said at the time, adding the company wants to give “everyone the most personalized newspaper in the world. The best personalized newspaper should be intricate, rich and engaging.”

The social media firm is expected to test the new format with early partners The New York Times, BuzzFeed, and National Geographic initially. Other publications would be added as more deals are forged.


Jennifer Cowan is the Managing Editor for SiteProNews.