Nieman Foundation at Harvard
“Why not be all the way in?” How publishers are using Facebook Instant Articles
ABOUT                    SUBSCRIBE
June 18, 2013, 2:17 p.m.

We posted a piece this morning on one way The Times of London tried, without much success, to get its (hard-paywalled) content noticed by the non-subscribing world. The paper’s Ben Whitelaw just posted about another.

The idea here is that, with the paywall, the newspaper’s journalists have to do extra-heavy duty promoting stories in social media, because the general web audience can’t be counted on to do it on their behalf. So The Times built a simple tool that, when an important story is published, sends an email to Times reporters asking them to please retweet it:

Owning an story can be hard on social media when you operate a subscription model…We thought about how we could change this and realised that our best weapon was our journalists, each with their own network of followers and fans. But we were asking a lot to expect them to keep track of stories breaking on social media (especially when on deadline) so we knew we needed a way of making it easy for them…

[Developer Alex Muller] then created an HTML template to display a single tweet inside an email, and used Twitter’s Web Intents to add links to simplify the process for journalists and others to retweet — one click in the email, and then one confirmation click on to complete the action…

The result of using ‘The retweeter’ is that our big stories reach more people. For example, The Sunday Times Insight team had a big story on lobbying in Westminster which was retweeted by 30 people, most of whom were Sunday Times staff. Twitter analytics showed us that this tweet had reach three times greater than our usual tweets.

Bravo for figuring out a tool to simplify the process, although (a) 30 retweets for the lead Page 1 story for The Sunday Times still seems a little underwhelming, and (b) I imagine promotion by your own journalists, while valuable, can only go so far when your story itself is stuck behind a paywall.

Show tags Show comments / Leave a comment
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
“Why not be all the way in?” How publishers are using Facebook Instant Articles
“If we end up making more money as a publisher, that’s fantastic. I don’t think that’s going to be an afterthought or byproduct; I think there is a way to win from the business perspective.”
How did the GE-branded podcast The Message hit No. 1 on iTunes? In part, by sounding nothing like an ad
“I don’t consider it advertising. It’s a podcast show that just happens to be produced by a brand instead of a network.”
America’s Test Kitchen, “the Consumer Reports of cooking,” wants to grow to new platforms
“We’d like to move to other platforms, particularly as we see the changes in how people consume television.”
What to read next
How one blog helped spark The New York Times’ digital evolution
“I certainly had editors tell me that I shouldn’t be wasting my time on Bird Week. But that was the best part of City Room…We were like unsupervised children.”
572News outlets left and right (and up, down, and center) are embracing virtual reality technology
Among those experimenting is The Wall Street Journal, which plans to open source its 360-degree mobile video and VR technology and hopes to turn VR into more of a mainstay of its storytelling.
502Podcasting in 2015 feels a lot like blogging circa 2004: exciting, evolving, and trouble for incumbents
The same trends we saw a decade ago — professionalization on one hand, platformization on the other — sure seem to be playing out again.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Fuego is our heat-seeking Twitter bot, tracking the links the future-of-journalism crowd is talking about most on Twitter.
Here are a few of the top links Fuego’s currently watching.   Get the full Fuego ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
New Haven Independent
Poynter Institute
The Daily Voice
Public Radio International
Charlottesville Tomorrow
USA Today
The Orange County Register
Financial Times
Ars Technica
Gawker Media