Despite writing this article before the recent announcement of Facebook finally kicking publishers to the curb, it is still just as relevant. My strategic advice to publishers has consistently been to treat Facebook as, at best, a frenemy.
The industry is at a turning point, and publishers need to decide what type of publisher they are going to be:
- large-scale commodity publisher with low production costs, or
- high-quality publisher with paid subscription models, or
- niche-content producers with small audiences sold to advertisers directly
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