Since the advent of the Internet, publishers have been trying to leverage distribution channels?—?such as social media networks?—?to drive traffic to their own websites. Now, though, content can be hosted and monetized on these third-party platforms through services including Facebook’s Instant Articles or Snapchat’s Discover.
As such, we can see the emergence of a new wave of “homeless” media companies that don’t require a home page; their sole purpose is to syndicate content.
The evolution of digital media distribution
Digital media companies have, to this point, generated revenue primarily through advertising displayed on their own websites. The amount of money earned corresponds at least indirectly with the size of the audience visiting their pages, so publishers turn to external platforms to build their brands. The Huffington Post and Drudge Report utilized search engine optimization to grow, while BuzzFeed, Vice and Vox are prime examples of sites[…]
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