By Henry Lau

Publishers have traditionally been protected from intense competition by their distribution infrastructure. Newspapers owned printing presses and delivery trucks, and all of this expensive infrastructure ensured that there was a high bar for entry. The internet has changed all of that. The traditional distribution infrastructure no longer matters, and social networks and search engines have become the new distribution channels.

Digital outlets such as Mashable that embraced social channels early on were able to build large audiences while traditional publishers were struggling to adapt to the digital ecosystem. What’s scary for all publishers is that they no longer own most of their distribution channels and are reliant on the good graces of Facebook, Apple and Snapchat (and their ever-changing algorithms) for survival. These platforms have also started to absorb more and more of the publishers’ content into their own walled gardens, with Facebook’s launch of Instant Stories, Apple’s launch of Apple News and Snapchat’s stories.

Continue reading How’s The Weather Inside Facebook’s Walled Garden? →