My read on Facebook’s deal with nine news publishers to post some material direct to the platform: yes, it’s a significant business development but by no means apocalyptic, as some commentators are suggesting.
Good company: It was artful of Facebook and the publishers to assemble nine prominent brands to launch the experiment — including new media exemplar BuzzFeed, magazine-based National Geographic and four international titles.
Were this just The New York Times, for instance, one would wonder whether the opportunity and deal terms were a one-off match to their business situation. Not so with this roster.
Favorable revenue split: The publishers will (for now at least) get 100 percent of revenue for ads they sell and 70 percent of those Facebook sells. Read more