It’s clear to see how broadly technical companies grew their partnerships with publishers in 2015. Every major tech company has developed a platform to showcase publishers’ content: Snapchat Discover, LinkedIn’s Pulse, Facebook Instant Articles, and Apple News have become part of the news landscape. Now, with the news that messaging apps have outstripped social networks in terms of monthly active users, expect to see tech-publishing partnerships that spread content through messaging apps.
Publishers have shown their willingness to relinquish full control over their content in return for tech companies’ support. The immense reach and influence that companies such as Google and Facebook command make it worthwhile to give up control over distribution. As long as their content is seen, publishers are less concerned about which platform is presenting the content.