After a year-long experiment that saw its Facebook “social reading” app gain more than six million monthly users — and then lose more than half of those after the network changed the way those apps work — the Guardian has decided to take back control of its content.
A little over a year ago, a big topic of discussion in the newspaper business — apart from the ongoing cataclysmic decline in print advertising revenue, of course — was how to leverage Facebook as a platform for content, and specifically the rise of what were called “social reading” apps, which were like mini-newspapers housed within a Facebook page. The Washington Post and The Guardian were among those who launched these applications, and for a time they drove a substantial amount of traffic, until Facebook changed the way they worked. Now the Guardian has said it is effectively shutting down its app and will be pushing readers from the social network to its website instead, so that it can retain more control over what happens to its content.
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