Guardian boss: Facebook Instant Articles give us ‘woeful’ returns but our local finances are on target
In an interview with Mumbrella’s Miranda Ward, Guardian Media Group CEO David Pemsel and Guardian Australia managing director Ian McClelland discuss Facebook and its Instant Articles platform, rebate issues between media agencies and publishers, branded content, The Guardian’s membership scheme and the question of a Guardian profit.
The commercial returns for The Guardian of participating in Facebook Instant Articles have been “woeful”, the boss of the Guardian Media Group has said.
Speaking to Mumbrella, David Pemsel, CEO of The Guardian Media Group, said Facebook Instant Articles have failed to deliver financially for publishers, but the platform is worth sticking with for the audience reach it delivers.
“Facebook believed that Instant Articles was going to be a very efficient way for us to publish straight into the news feed,” he said.
Pemsel’s comments came as part of a wide ranging interview with Mumbrella given by both Pemsel and Guardian Australia managing director Ian McClelland which also tackled rebate issues between media agencies and publishers, branded content, The Guardian’s membership scheme and the question of the Guardia’s own financial sustainability.
I refused to renew my subscription to Wired when I read an article and only realised it was native advertising upon finishing. I felt defrauded. Articles must be clearly labelled as paid-for if you want to keep your readership’s respect.