Reader loyalty gains strength as a news metric

Michael McCutcheon of Mic.com
As the publisher of a business newspaper in Baltimore, I used to tell advertisers confidently that no other news medium could duplicate our audience of CEOs, business owners, and high-income decision makers.

First Yahoo Finance undermined us. With their user database, they could deliver advertisers the same people who were reading our newspaper, plus many with that profile who were not.


Now social networks like Facebook are using their data to do the same thing. They can promise to deliver that same targeted audience a lot cheaper.

This is bad news for news publishers, especially since they have become more dependent on Facebook and other social networks for their Internet traffic. Publishers have a harder time establishing the value of their brand to advertisers.

Pew Research reported in 2014 that 30 percent of U.S. adults get news from Facebook. That percentage has been growing, and other social networks, such as LinkedIn, are trying to become publishers, not just platforms, as Mathew Ingram of Gigaom has reported.
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