henry copeland: A brilliant synopsis of publishers' frantic dance with social platforms: pllqt.it/HigqZP by @jwherrman
A decade of media evolution in two paragraphsWebsites, Vox included, have been able to accumulate enormous audiences with incredible speed by harvesting referrals from social networks. These rapidly convened audiences felt contiguous because they ended up, eventually, on publishers’ websites; they felt […]real because advertising teams could sell web ads against them. Websites plausibly marketed these people as members of their audiences, rather than temporarily diverted members of a platform’s audience. […]The illusion of audience ownership is becoming harder to sustain, and the audiences are getting bigger and bigger. 2013 was the year every major site with a social strategy broke traffic records by a mile;[…]2015, when a single weird or clever native Facebook video can easily out-traffic a week of a site’s web content, is the year it’s becoming clear to everyone who these audiences really belong to, and what it means to borrow them. 2016 is the year we find out what the price of access will be.