With Facebook's Instant Articles, Publishers Contemplate a Social-First World

New feature could alter the industry

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Reports from the last few weeks hinted it was coming, but the debut of Facebook's Instant Articles made plenty of publishers' hair stand on end this morning anyway. And why wouldn't they react in that fashion? One of their chief traffic drivers could suddenly siphon away audiences and ad sales, the lifebloods of a publisher's existence.  

"To avoid losing their own audience–and ad dollars–they will need to make sure the reader experience on their own site is just as dynamic and engaging as the articles hosted on Facebook," proclaimed Yaniv Makover, CEO of software maker Keywee.



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