The Times agreed to let Facebook post its articles natively on the platform. That means you can read the whole article without leaving Facebook and stepping onto the Times’ site. The quid pro quo was that the Times gets to keep the ad revenues. Sound familiar? That may sound good, but the reality is that it leaves Facebook in control. That means it can increase or decrease its customers’ exposure to the Times as it chooses, and swap in and out other media content when Facebook feels like it. This reduces what was once one of the proudest institutions and brands in American media to a commodity
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