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I have a question for these journalist luminaries who have been agreeing so strongly with the most recent Stratechery piece.... do they really not know that most media companies *do* pay Google and Facebook to advertise their content?Permalink On twitter.com
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forgetting the whole piece, but some of the reactions have been... uhhh... ill-informed?Permalink On twitter.com
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Like, I'm not going to dive into the larger context here, but is this brilliant or is this a nonsense sentence with no clear understanding of how the media industry operates in relation to the big platforms...?Permalink On twitter.com
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I also think the news and media industry have been poor adapters, bad at innovation, and should be more self-critical. But... the money *does* flow towards Google and Facebook from publishers in a variety of direct paths.On twitter.com
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90% of publishers buy ad placements from big tech platforms - digiday.com/media/buying-facebook-traffic/Permalink On twitter.com
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Often they do so with the same formula as any advertiser on these platforms: arbitrage. digiday.com/media/buying-facebook-traffic/Permalink On twitter.com
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The traffic that publishers get from Facebook and Google isn't always free and it gets less free all the time as sponsored links take up more of the above-the-fold for both platforms. That doesn't account for all sorts of more indirect taxes both platforms incur on publishers.Permalink On twitter.com
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SEO is a lucrative business because the requirements Google places on web publishers for success are high, difficult to keep track of, and require real work. Same is true with SMO. Same with the cost of implementing AMP or FBIA.Permalink On twitter.com
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All it takes is working in any modern newsroom, small or large, to see how much resources and time are spent in figuring out and maintaining technology required to get that "free" traffic from big tech. And even with that expenditure, most small publishers can't keep up.Permalink On twitter.com
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I ended up on a branch, but the rest of this thread is really over here: Chronotope/1261304168045838336Permalink On twitter.com
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More detail in the thread above, but the idea that social/big tech gives away traffic to publishers with zero cost is fundamentally wrong, as is the idea that it would disappear without big tech and I would like us to stop using that as the basis of many assumptions. kthxbye.Permalink On twitter.com
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