Facebook’s Instant Article push is in danger of fizzling.
Many publishers are deeply unhappy with the monetization on these pages, with major partners like The New York Times throwing in the towel and many others cutting back the amount of content pushed to the IA platform. In response, Facebook is making concessions to publishers, including new subscription options, in a rare show of weakness for the platform juggernaut.
The Times is among an elite group of publishers that’s regularly tapped by Facebook to launch new products, and as such, it was one of the first batch of publishers to pilot Instant. But it stopped using Instant Articles after a test last fall that found that links back to the Times’ own site monetized better than Instant Articles, said Kinsey Wilson, evp of product and technology at the Times. People were also more likely to subscribe to the Times if they came directly to the site rather than through Facebook, he said. Thus, for the Times, IA simply isn’t worth it. Even a Facebook-dependent publisher like LittleThings, which depends on Facebook for 80 percent of its visitors, is only pushing 20 percent of its content to IA.
Enthusiasm has cooled elsewhere. It’s an about-face from two years ago, when publishers were champing at the bit to join the party. “It’s just a matter of time,” Hearst Digital president Troy Young said at the time. Cosmopolitan was the first Hearst brand to launch, in October that year. Now, Hearst is absent from the program, having determined the monetization isn’t paying off. Hearst declined to comment on the record.
Business news sites Forbes and Quartz are also absent from Instant Articles. Forbes experimented with it last year but found monetization lacking, chief product officer Lewis D’Vorkin recently said. “It left a lot to be desired in terms of monetization,” he said. Condé Nast’s priority is to drive readers back to its own sites, which is why its brands use Instant Articles only sparingly....MORE