Facebook’s Instant Articles loads publishers’ content almost, well, instantly, making for a great reading experience. However, it comes with a price to the outlets, and that has turned some off.
In an interview with Digiday, Bloomberg Media’s global digital head Scott Havens explained that Bloomberg doesn’t use Instant because they believe in their own capabilities. “Our view is, why not create a really fast mobile template ourselves? Publishers are better off controlling their own destinies, content-wise, experience-wise, with their own customers.”
A spokesperson for NPR, another outlet that doesn’t use Instant often, said speed wasn’t enough of an attraction because NPR “has been consistently among the fastest news websites.”
ESPN simply said they already have a large enough audience, and thanks but no thanks to the boost Instant might provide.