Is Washington Post’s Strategy Of 100% On Facebook Inc (NASDAQ:FB) Instant Articles Robust?


Facebook Inc (NASDAQ:FB)’s Instant Articles is getting better, at least if that means signing on more media partners who are willing to do more on the platform. The BBC, the New York Times, The Guardian, BuzzFeed and Mashable are some of the publishers and news companies that have joined the Instant Articles bandwagon. Of the media outlets that have embraced Instant Articles, Washington Post is taking a completely different approach – publishing all its content directly on Facebook. The question many are asking at this juncture is whether the move is a wise one or the Jeff Bezos-owned Washington Post will regret afterwards?

Almost all the publishers that have taken to Instant Articles are only posting a few stories on the platform, about 30 articles a day. It is safe to say that many media publishers are currently only experimenting with Facebook’s Instant Articles to see what value it can add to them.

Washington Post goes 100% on Facebook

Of course, Facebook Inc (NASDAQ:FB) told them that their content will load faster and that they will get wider readership if they post directly on Instant Articles. It seems Washington Post is taking Facebook for its word. The publisher has announced that 100% of its content will be posted directly on Instant Articles. Washington Post publishes more than a thousand news articles and other content daily.

The benefit

According to the Washington Post publisher, Fred Ryan, the idea of posting everything directly on Instant Articles is that the media company wants to reach more readers today and tomorrow. Moreover, Ryan said that Washington Post already knows the value of a digital platform, perhaps more than anyone else. Already, Washington Post boasts growing its digital readership exponentially over the past year and the partnership with Facebook will only widen its readership into the future.

The risk

Washington Post may be ambitious about publishing directly on Facebook Inc (NASDAQ:FB)’s Instant Articles, but risks aren’t far from the surface. Many media organizations have expressed concerns about possible loss of control of their own digital destiny. It appears as though Washington Post might regret its move if somewhere along the way Facebook makes changes to Instant Articles that are unfavorable for news publishers. In the past, Facebook has removed content from its platform for reasons only best known to it, but such actions can hurt publishers.

Washington Post is associated with Amazon.com, Inc. (NASDAQ:AMZN)’s CEO, Jeff Bezos.

Neha Gupta

Neha Gupta has been in the financial space for over six years now. Gupta earned her MBA degree from Symbiosis Centre of Distance Learning in 2009 and her passion for finance led her to pursue Chartered Financial Analyst (CFA) course. She has successfully completed Level II of her CFA. She is a veteran in article writing, which is depicted in her numerous pieces published on SeekingAlpha, Nextiphonenews, InsiderMonkey, MarketWatch, and Techinsider. Her crisp and eloquent writing finds its best place in Researchcows, where emphasis is given on developing rich content for various websites, products, business plans, trainings, and book writing.

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