
If there’s one macro trend almost every publisher is struggling with, it’s the increasing distribution power of platforms like Facebook, and how that is disrupting traditional media business models. Where they once controlled the entire process from creation to consumption, media companies now see their power over almost all the elements of that value chain ebbing rapidly.
As Facebook tries to get publishers to host all of their content on its platform with features like Instant Articles, which provides faster-loading mobile pages, Google has been trying to offer an alternative that it says is more open and more flexible—a feature known as AMP, which is short for Accelerated Mobile Pages.
In its pitch for AMP, which officially launched in February, Google has stressed that it is trying to help strengthen the open web because it wants to blunt the force of walled gardens like Facebook [fortune-stock symbol=”FB”]. Unlike Instant Articles, the AMP standard is an open-source project, one which any publisher can contribute to. As Google’s head of news, Richard Gingras, put it earlier this year:
Note: This was originally published at Fortune, where I was a senior writer from 2015 to 2017
Continue reading “Google says it is trying to help publishers, but some remain skeptical”













