It does around two years, when it finished the winter and it took the spring of 2015, an announcement seemed to throw something of light to the prevailing pesimism in the journalistic sector. Facebook, one of the Internet giants, sent Instant Articles: a platform that allows the users to accede to journalistic contents shared by mass media within its own walls. That is to say, a practically automatic access, without times of load, to the news. For Facebook, brilliant: the users would spend more time in their page and they would not be redirigidos to other Webs to read articles to which they accede through its social network. But, and for means?
When in the first months of 2015 Mark Zuckerberg it announced the launching of Instant Articles, many mass media saw in this movement the plunger that they were looking for years ago. After almost one decade of massive dismissals, closing of delegations, cuts and loss of influence and income, the new platform of the social network par excellence seemed the key towards the manna of the salvation of the sector: to unite to Facebook, an unstoppable roller of influence, reliability and income, with taciturn newspapers of all the life, only could benefit to these last ones.
The perception of Instant Articles from the users seemed to endorse all the optimistic theses: the contents are faster and simple to consume, especially from the mobile phones. That automatic adaptation of the news of conventional means to the movable devices, sights as present and future of the consumption of contents, it were estimated as an advantage. And, all this, with the addition of comfort of not having to wait for some seconds to that the telephone opened the navigator to load the news and, when finishing reading, closing it to continue consulting Facebook.
A symbol of a ray identifies, when visualizing the publication of means, those contents that can be consumed by means of Instant Articles. The users can accede of agile way and read the contents in a simple and sober interface, without risks of entering annoying announcements nor MGP-UPS involuntarily that control to publications. And there he is one of the main problems for means.
How to mint Instant Articles?
The sobriety and simplicity of the interface of the news in Instant Articles are one of the points that begin to frighten to means. The form that has Facebook to show to the publications which it is acceded from his platform disables the location of many advertising modules on the part of means. But, by all means, the problem also is in the clicks. That the users read the news without leaving Facebook reduces visits to the own Webs of the means, that in addition do not receive some income equivalent on the part of the social network to the clicks that are losing.
It is, as many of the current issues of the media, a question of money. The means know that a majority percentage of their readers consumes the contents from telephones, and that the immense majority of them does with a social network as entrance bridge. But they cannot give his soul to Facebook while economically it does not compensate. The bet to adapt the contents to movable devices, one of the legs of the digitalization of New York Times, is only viable if the visits of the users are monetizables. And with Instant Articles that does not happen.
Thus, which recently was seen as the nail burning to which the media had to cling, is today practically a lot in which to great heads it talks about. According to the British means Digiday in this news inform, referring as own New York Times, Forbes, Quartz or The Times has decided to stop publishing in Instant Articles and doing it through conventional procedure of Facebook. Another one of more powerful the mediatic groups of the world, Count Nast, has begun to use the platform of prudent form, without giving to Facebook the capacity to mint the 100% of its contents.
The solution of Instant Articles: subscriptions premium
Although from many sectors of the media Instant Articles as a platform is seen now that does not benefit to them, other equally prestigious heads maintain the faith. The almost general mass media stampede has not been followed by Washington Post. Its theory: to give to the user a pleasant experience is seen as the starting point fidelizar them and, in the long term, to obtain subscribers.
The fact to pay to consume digital information, not of tangible form as with a paper newspaper, is another one of the routes of survival explored by New York Times. And, to obtain it, their rivals of Washington Post bet indeed by Instant Articles by the same reasons that take to the competition to leave it.
Medios and Facebook are adapted almost day to day to the changes that are demanded mutually: the means want to have major capacity of income without resigning to the brand of their heads for Facebook, and to the social network to have to the means of its part compensates to him because they generate potentially viralizables contents in exchange for yielding part to them of the advertising benefits, in addition to increasing the time that pass the users with the opened social network.
Recently, Facebook qualified the option of which the own means could insert in the contents bellboys as a attention call so that the users subscribe or share publications. A small wink to the heads to avoid the general flight.
So that the model is sustainable is necessary users who pay, which does not seem feasible while the great majority of means continues sharing their contents of gratuitous way. Meanwhile, they will follow into the hands of advertisers, of the algorithms of Facebook and the quality of its contents.