“All free content will compete equally and volume will win”

Here’s an extract from John Gapper’s FT piece (£) on click-bait stories that “flourish on social networks”. It’s a piece I discovered, appropriately enough, on Twitter.

On the protestations this kind of viral content elicits from many news publishers (sloppy journalism, blurred lines between advertising and editorial etc)  Gapper writes:

I find it hard not to laugh at the moral outrage of news publishers whose muckraking is outflanked by cute cat videos. As long as media buyers and advertisers do not distinguish among consumers who find news through search engines and those who are drawn to entertainment through Facebook likes and Twitter mentions, all free content will compete equally and volume will win.

You can read the full piece here.

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