Many digital news publishers have been desperately searching for a life raft. Traffic to news sites has fallen sharply, along with the ad revenue those clicks generate, partly because Google and Facebook decided to make news less prominent on their platforms.
Now, some publications have found a glimmer of hope elsewhere: WhatsApp, the world's most popular messaging app.
Late last year, the app introduced WhatsApp Channels, a kind of one-way broadcasting system that allows publishers to send links and headlines directly to followers. Numerous outlets are using it as a way to draw in readers and build direct relationships with an audience that is largely outside the United States.
“It has become a huge source of traffic actually, larger than X,” said Marta Planells, senior director of digital news at Noticias Telemundo, the news arm of Telemundo.
The Noticias Telemundo channel on WhatsApp gained more than 30,000 followers in just the first two weeks and now has more than 820,000 followers, Planells said. The news outlet often creates original content for its channel, such as short videos from reporters on the ground or a poll on a news topic.
この記事は Business Standard の September 25, 2024 版に掲載されています。
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この記事は Business Standard の September 25, 2024 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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