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Billy D. Aldea-MartinezFollow
Head of Brazil & LATAM @piano; helping Media firms Monetize Digital Content;
Publisher, Monetizao. Angel+Board Advisor Media Start-ups, Aussie Expat.
Apr 25
https://xn--monetizao-s2a7b.com/facebook-e-google-estrangulando-as-editoras-
novamente-539590ea5fa2
The platforms giveth, then they puncheth you in the face. That's judging by the
seemingly endless reversals by Facebook and Google as they first try to win
publishers favor, then screw them over big time, with changes justified on
grounds of user experience. (Their own commercial interests never come into
it, naturally.)
Chicago Tribune digital editor Kurt Gessler took to Medium to share his own
analysis of the newspapers Facebook traffic in recent months, showing that
the average (median) organic reach for its Facebook posts has declined from
around 35,000 in January to around 17,000 in mid-March.
In the same vein, Gessler noted the number of posts receiving reach of 10,000
or less increased from eight in December to 80 in January, 159 in February, and
242 in March even as the newspapers Facebook fan base steadily expanded,
suggesting that if anything the audience should have grown.
Overall. Gessler estimates Facebook isnt showing its posts around one-third of
the time. A number of digital publishers responded to Gessler saying theyd
seen similar trends, echoing press accounts showing a steady decline toward
less organic reach.
Its always hard to argue with user experience as a justification for limiting
ads, but skeptics note that integrating an ad blocker under Googles control
into Web browsers will just hand Google even more control over publishers
business. Thats even more concerning, of course, in view of Googles own
massive online ad business, which presumably wont be unduly impacted by
whatever system is adopted.
On that score, About.com CEO Neil Vogel tells the WSJ: The risk here is this
could concentrate a lot of power in the hands of one organization that is not
neutral and has vested interests in all sides of this.
Publishers casting about for alternative ways to reach (and take possession) of
their audiences are giving another look to older channels like email, according
to Keith Sibson, vice-president of product and marketing at email platform
PostUp. He noted publishers can also benefit from growing concern among
advertisers about brand safety on the platforms.
Its a good opportunity for publishers to try to rekindle the direct relationship
with advertisers and audiences. Publishers themselves have become reliant on
those very same platforms as traffic sources One good way to hedge the risk
centers around building a direct relationship with your audience is through
channels like email. Were not telling anyone to quit Facebook, Google, but
dont let it become their primary business, said Sibson.