Perspectives May 15, 2015

Media Companies: Don’t Let Your Traffic Run Out the Side Door


With the launch of Facebook’s Instant Articles, media companies have two choices: (a) integrate deeply with Facebook — fast load times! better experience! (b) skip this opportunity and risk falling further behind in the traffic race driven from Facebook. Given that Facebook has become such a huge traffic driver to so many media sites, in reality, most have no choice to make. Yet while Facebook and, of course, Google drive significant traffic volume, that traffic is not always the best. It is often one page only, and comes with very short sessions. Especially on mobile. It doesn’t have to be this way.

Before the Internet, when readers picked up a newspaper, magazine, a book, pretty much any piece of media, they started at the front. An editor chose what went first, what was shown biggest, what might appear “above the fold”. This was the “front door” and it mattered.

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