When Facebook started its Instant Article service back in 2015, the Guardian was one of the first publishers to adopt the model and after two years, the publisher has pulled out from both Facebook Instant Article and Apple News in an attempt to increase subscriptions for the service. As Digiday reports, the action might also mean that the publisher isn’t quite happy with the deals they were provided and decided to move to other options. A spokesperson from the publisher told DIgiday,
“We have run extensive trials on Facebook Instant Articles and Apple News to assess how they fit with our editorial and commercial objectives. Having evaluated these trials, we have decided to stop publishing in those formats on both platforms. Our primary objective is to bring audiences to the trusted environment of the Guardian to support building deeper relationships with our readers, and growing membership and contributions to fund our world-class journalism.”
Such move might be taken to benefit the publisher in the long run as the news and media publishing sites are taking hit due to increased popularity of adblocking software and the Guardian is understandably pushing its paid membership service which requires the site to pull the readers back to the original site.
Although the site is pulling itself out from both of the program, the Guardian is still utilizing the Google Amp pages to deliver faster webpages to the customers. Few months earlier, they reported that more than 60 percent of their mobile traffic is coming from the AMP articles. With the AMP becoming increasingly popular, Guardian might not remove itself from the service as Google is still the main source of traffic for the site.
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