After dipping their toes in the water with Facebook’s new “Instant Articles” mobile offer last month, several of the social network’s media partners are planning to dive in head-first this week—publishing as many as 30 articles a day through the new feature, in the case of the New York Times. But Dow Jones CEO Will Lewis says his colleagues should be careful about putting their content into walled gardens like Facebook.
During a panel discussion at the Cannes Lions advertising confab in France, Lewis said that news publishers need to be wary of offers from companies like Facebook (FB) and Apple (AAPL)—which recently announced its own media offering, a News app that will be curated by human editors—and Snapchat, which has a platform called Discover. Handing over content means a loss of control, Lewis said.
One of the considerations for companies like Dow Jones, the publisher of the Wall Street Journal, is that services like Instant Articles and Apple’s News app don’t necessarily help media entities that have a paywall, Lewis said. Dow Jones is in discussions with Apple, Facebook and Snapchat about potential partnerships, the CEO said, but “advertising is not going to be enough.”
Note: This was originally published at Fortune, where I was a senior writer from 2015 to 2017
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