Patricio Robles says, “Third-party distribution channels are increasingly prominent part of the digital publishing landscape, but instead of rejecting channels that don’t offer full ownership and control, many publishers are embracing them.

Case in point: Snapchat Discover, an exclusive, invite-only offering, has major publishers clamoring for the ability to participate.

And the publishers that are a part of Snapchat Discover are taking their participation seriously.

For example, Refinery29, a digital publisher targeting women, has a team dedicated to producing Snapchat Discover content seven days a week.

Why would publishers invest so heavily to produce content distributed exclusively on channels they don’t own? It’s the reach and engagement, silly“.

Are publishers in a losing battle with content distribution platforms?

‘Econsultancy’ Blog

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