How are publisher revenue models threatened by social media content distribution?

New research explains opportunities and threats

Since social networks like Facebook, LinkedIn and Twitter launched, social media has offered good organic opportunities for publishers and other brands to share their content and so gain awareness and new subscribers.

As social networks have sought to keep more visitors on their sites, tools like Facebook Instant articles and Google's AMP - offers new opportunities for marketers to share their content, but at the same time, a threat since visitors have less opportunities to interact with the publisher website or register. Given this, this new research from Napco Research and Publishing Executive has useful insight for online publishers.

This chart shows the publisher's view of the threat, which is substantial and can lead to a need to explore alternatives or avoid new techniques like Instant Articles.

Instant Articles is viewed as the biggest threat with LinkedIn not far behind for B2B publishers.

• Research: Opportunities & Threats of Distributed Content for Publishers
• Sample: The online survey was conducted over a three-week period in August 2016. A total of 81 respondents completed the survey. Those respondents comprised a portion of the Publishing Executive audience, including small to large B2B and consumer publishing organizations.
• Smart Insights resource: Digital revenue model alternatives and calculator