Media Companies: Don’t Let Your Traffic Run Out the Side Door
By Paul Berry and Josh Elman
With the launch of Facebook’s Instant Articles, media companies have two choices: (a) integrate deeply with Facebook — fast load times! better experience! (b) skip this opportunity and risk falling further behind in the traffic race driven from Facebook. Given that Facebook has become such a huge traffic driver to so many media sites, in reality, most have no choice to make. Yet while Facebook and, of course, Google drive significant traffic volume, that traffic is not always the best. It is often one page only, and comes with very short sessions. Especially on mobile. It doesn’t have to be this way...