Aug 28, 2018

Media startup launches exclusively on Facebook

Photo: PNN

A group of media professionals is launching Progress News Network (PNN), a daily 2.5 minute newscast slated to reach 35–40+ year-olds with broadcast-like videos that they plan to promote on Facebook through ads, Axios has learned.

Why it matters: It's a surprising business model considering the fact that Facebook's traffic to publishers has dropped considerably since it began down-ranking content from brands and publishers in the News Feed.

"We believe that Facebook has the ideal targeting and low-cost media reach (.6 CPV) to engage an audience on a platform that is currently almost entirely dominated by extremist conservative voices."
— Steven Rosenbaum, executive producer, PNN

The details: The newscast will launch on Sept. 4 and will air daily on Facebook. It aims to target a general population of news consumers from all sides with the exception of "pro-Trump" Republicans.

  • Rosenbaum says the domination of right-wing voices on internet video inspired him to create counter program and to make it available to people in places where they already spend time. "It's a Facebook-first pub, and I think it has a chance to reach disenfranchised voters who are overwhelmed."

The company is growing out a team of funders and advisers to assist with the project, including:

  • Mark Walsh, media executive turned into a political strategist
  • Roland DeSilva, managing partner and chairman at Oaklins DeSilva & Phillips
  • Amol Sarva, CEO, cofounder of Knotel and cofounder of Virgin Mobile USA
  • Howard Morgan, venture capitalist
  • Colby Hall, founding editor at Mediaite, PNN managing editor

"Ideally we won't get distracted by the shiny objects of conflict, but rather focus on deeper things. Very often the shiny objects of conflict are symptomatic of deeper issues that are being ignored," says Hall.

As far as a business model goes, everyone is working pro-bono between now and the midterms.

  • After the midterms, the company will look to build a business from multiple revenue streams, starting most likely with content sponsorships.
  • For now, the aim is to experiment with which formats work best and to see if there are other platforms, like YouTube, that could be a fit for the show as well.

Our thought bubble: There have been dozens of efforts over the past two years, on the right and the left, to create new internet shows that will help audiences distill fact from fiction online, but most have been unable to cut through and make any real impact.

Meanwhile, Digiday reports that Facebook is continuing its charm offensive with a tool to boost news publishers’ reach on the platform.

Go deeper

World coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Axios Visuals

There are no COVID-19 patients in hospital in New Zealand, which reported just 21 active cases after days of zero new infections. A top NZ health official said Tuesday he's "confident we have broken the chain of domestic transmission."

By the numbers: Almost 5.5 million people have tested positive for the novel coronavirus as of Tuesday, and more than 2.2 million have recovered. The U.S. has reported the most cases in the world (over 1.6 million from 14.9 million tests).

U.S. coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Andrew Witherspoon/Axios. This graphic includes "probable deaths" that New York City began reporting on April 14.

Coronavirus antibody tests are still relatively unreliable, and it's unclear if people who get the virus are immune to getting it again, the Centers for Disease Control and Prevention cautioned on Tuesday.

By the numbers: More than 98,900 people have died from COVID-19 and over 1.6 million have tested positive in the U.S. Over 384,900 Americans have recovered and more than 14.9 million tests have been conducted.

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 9:30 p.m. ET: 5,588,299 — Total deaths: 350,417 — Total recoveries — 2,286,827Map.
  2. U.S.: Total confirmed cases as of 9:30 p.m. ET: 1,680,625 — Total deaths: 98,902 — Total recoveries: 384,902 — Total tested: 14,907,041Map.
  3. Federal response: DOJ investigates meatpacking industry over soaring beef pricesMike Pence's press secretary returns to work.
  4. Congress: House Republicans to sue Nancy Pelosi in effort to block proxy voting.
  5. Business: How the new workplace could leave parents behind.
  6. Tech: Twitter fact-checks Trump's tweets about mail-in voting for first timeGoogle to open offices July 6 for 10% of workers.
  7. Public health: Coronavirus antibodies could give "short-term immunity," CDC says, but more data is neededCDC releases guidance on when you can be around others after contracting the virus.
  8. What should I do? When you can be around others after contracting the coronavirus — Traveling, asthma, dishes, disinfectants and being contagiousMasks, lending books and self-isolatingExercise, laundry, what counts as soap — Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingHow to minimize your risk.
  9. Other resources: CDC on how to avoid the virus, what to do if you get it, the right mask to wear.

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Updated 1 hour ago - Politics & Policy