Publishers Have Begun Prepping For Facebook’s Instant Articles Launch

In lieu of the impending Instant Articles, publishers have begun to ramp up their content and publishing that will go directly to Facebook. The hopes? That Instant Articles will give stories added exposure and awareness of content across the social network.

According to The Wall Street Journal, publishers such as the New York Times and NBC News are planning to publish upwards of 30 articles a day directly to Facebook’s newsfeed. Others such as The Atlantic and BuzzFeed have confirmed that they’ll be putting most of their content available through the program.

“We’re excited for the next phase. At the outset we’ll be putting most of our content into the feed and will closely monitor the effect” – Bob Cohn, President & CEO of the Atlantic

Mr. Cohn went on to state that they’ll be ready to change how much content becomes available, presumably based off of the effectiveness and the bottom line.

While Instant Articles will be hosted directly on Facebook, advertisers can sell ads on their content keeping the revenue. If a publisher sells their own ad space on an article, they’ll keep 100% of the revenue coming in, compared to 70% of the revenue if Facebook sells the space. The new program is expected to launch soon, but specific details have not been released.

For more information on Instant Articles see our initial breakdon, or the full story on WSJ.