The digital relationship with traditional media

Perhaps it is understandable that Facebook has shown little interest in forming strong partnerships with newspaper and magazine editors to strengthen the role of journalism.
It is not a surprise that, recently, on digital platforms we are experiencing changes in relation to the provision of news, which represent a profound impact on traditional media, particularly in newspapers. Among the initiatives are: significantly reduce news and other advertising content; initiate reliability surveys to provide content from credible sources; and highlight local news about national ones.
Digital relationship with traditional media
The digital relationship with traditional media

As a result of these changes, newspapers will surely see a considerable decrease in referral traffic, which in turn will lead to less website traffic. Likewise, and according to Facebook measurements, the time dedicated to said digital platform decreased by a total of 50 million hours a day in the fourth quarter of 2017. Almost half of online users receive Facebook news in the form of FB articles or links to websites, which generate both digital traffic and advertising revenue for newspapers.
As Facebook users spend less time on the platform and see less content from publishers in their news feed, newspapers are likely to see a decrease in traffic and revenue. These drops should be compensated with an increase in direct or search traffic, which will not be easy. And since most newspapers have already maximized their efforts in the scope of direct traffic, the loss of referred traffic may be irreplaceable.
For many newspapers that direct Facebook traffic to their own websites, these changes can have a significant impact on their income, as it will be difficult to avoid the implications of reducing traffic, which will directly affect prospective sales.
This latest Facebook change could be another blow to the digital advertising revenue of newspapers because visualization and search may continue to decline. Facebook has benefited, for a long time, from the use of journalistic content to boost social commitment, inclusion and activism. To that extent, Facebook may have to reverse its news prioritization tactic if the time users spend continues to decrease. But at the end of the day, this really doesn't matter, since the prices of the ads will continue to decrease. Perhaps it is understandable that Facebook has shown little interest in forming strong partnerships with newspaper and magazine editors to strengthen the role of journalism for different digital audiences.
These types of digital platforms are undoubtedly a powerful channel that contributes to the visibility of content and strengthening robust media agendas. Unquestionably, the role of the main newspapers is to provide credible content that can be translated into beneficial mutual cooperation that benefits the media and the digital sphere.
To that extent it is a responsibility of the newspapers, and very soon of the magazines, to look beyond digital advertising as their workhorse and leader in the digital income generation strategy and, rather, establish a relationship with its users as paid subscribers.
With that the newspapers can be able to make something out of their companies. And editor should also take care of their digital marketing strategy so that they can match up with modern day digital world. 


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