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clasesdeperiodismo

Facebook announced Thursday it's opening ad units within the related articles section at the bottom of Instant Articles to all publishers, something they've been testing as part of the Facebook Journalism Project. The update comes in response to publisher feedback that ads in related articles are an important revenue-driver on mobile web.

Why it matters: Facebook is trying to provide publishers a way to better monetize Instant Articles in wake of reports of increased publisher backlash over the effectiveness and revenue potential of the feature. Some publishers have reported that Apple News and Google AMP are driving great results and more publisher-friendly partnerships.

What publishers are saying:

  • "Along with the added traffic lift we've seen from Instant Articles (versus mobile web), we're excited by this upward trend in overall revenue," says Noah Szubski, Chief Product Officer at DailyMail.com.
  • "The Atlantic has been on IA since the beginning, when we were an Alpha partner in 2015. While Facebook has been addressing our concerns from that time, my biggest concern has been that there hasn't been enough urgency. We've made some good progress in the past 6 months," says Kim Lau, SVP Digital and Head of Business Development at The Atlantic.

By the numbers:

  • Facebook now has over 10,000 publishers around the world using Instant Articles, a 25% growth in the last six months
  • More than 1/3 of all clicks to articles on Facebook are now to Instant Articles.
  • Instant Articles now pay out more than $1 million per day to publishers via Facebook Audience Network.
  • In the last 6 months alone, RPM, or revenue per 1,000 page views, that publishers see from Facebook Audience Network in Instant Articles has increased by over 50%.
  • In aggregate, Instant Articles delivers between 20 - 50% more traffic, compared to mobile web content.

Their updates follow a series of steps the tech giant has taken to make Instant Articles a better experience for users and publishers:

  • April 7: It added call-to-action buttons, such as an email sign-up button and a page "like" button, that help publishers develop deeper relationships with their readers through Instant Articles.
  • May 25: It announced it would allow publishers to convert Instant Articles for other formats, to better serve their cross-platform needs.
  • Mar 9: It announced adding flexibility in ad placements.

Go deeper

UN poll: Most see climate change as global emergency amid pandemic

Swedish climate activist Greta Thunberg (C) fronts a Fridays For Future protest at the Swedish Parliament in Stockholm in September. Photo: Jonathan Nacksrtrand/AFP via Getty Images

64% of people from around the world say climate change is a global emergency, a United Nations poll published Wednesday finds.

Why it matters: It's biggest global survey on climate change ever conducted, with some 1.2 million participants from 50 countries — including the U.S. where 65% of those surveyed view climate change as an emergency.

Collins helps contractor before pro-Susan PAC gets donation

Sen. Susan Collins during her reelection campaign. Photo: Scott Eisen/Getty Images

A PAC backing Sen. Susan Collins in her high-stakes reelection campaign received $150,000 from an entity linked to the wife of a defense contractor whose firm Collins helped land a federal contract, new public records show.

Why it matters: The executive, Martin Kao of Honolulu, leaned heavily on his political connections to boost his business, federal prosecutors say in an ongoing criminal case against him. The donation linked to Kao was veiled until last week.

How cutting GOP corporate cash could backfire

Illustration: Aïda Amer/Axios

Companies pulling back on political donations, particularly to members of Congress who voted against certifying President Biden's election win, could inadvertently push Republicans to embrace their party's rightward fringe.

Why it matters: Scores of corporate PACs have paused, scaled back or entirely abandoned their political giving programs. While designed to distance those companies from events that coincided with this month's deadly siege on the U.S. Capitol, research suggests the moves could actually empower the far-right.