Ahead of Meta’s potential news ban, independent publications are putting safeguards in place such as diversifying traffic sources, and launching dedicated apps and reader contributions, to mitigate the impact of losing traffic if Meta repeats what it has already done in Canada.
Meta has said it will remove all news from Facebook and Instagram in Australia if it is “designated” under the News Media Bargaining Code, which would force digital platforms back to the bargaining table over payment for the use of news.
Upon its launch in early August, The Manly Observer news app reached #1 on the Apple App Store charts in Australia in the ‘Magazines & Newspapers’ category. An online newspaper covering the lower Northern Beaches of Sydney, it boasts a social media following of 100,000 across Instagram and Facebook.
Kim Smee, founder and editor of The Manly Observer, told Mediaweek the launch of the app was a direct reaction to a potential Meta news ban.
“A news ban would mean, at least initially, a 50% cut in our website traffic – currently 51% organic traffic but about 42% social referral,” she said.
However, to Smee, it’s more than the effect on web traffic.
Kim Smee
“Our website is well read and offers a great selection of longer reads on local issues but it’s the social media channels that have provided the instant news needed when most useful, as well as engaged a new generation of news consumers via stories and reels.
“Our new app performs a lot of the functions our Instagram account provides – pictures, videos, short summaries.
“We then plan to build on it as funds allow to make it a really useful tool for locals such as quick links to power outages or beach conditions [and maybe] the ability to like and comment and connect.”
Manly Observer #1 on the Magazines & Newspapers charts
The app garnered 4,300 downloads in the first few days since launching on the App Store (Android is still in beta testing) and as of publication, the app sits ranked #3 on the Magazines & Newspapers chart.
“It’s been supported by dozens of five-star reviews because the community backs it,” Smee said.
“Hyperlocal news is the future.”
Smee added she is pleased to be building a future for the masthead that “won’t be at the mercy of algorithms regardless of whether we get banned or not.”
“While I’ve been recently resentful of the uncertainties and also the algorithmic mucking about of late, I am actually really grateful for the Meta platforms as they helped Manly Observer build its initial readership base,” she said.
“Now, though, they are clearly heading in a different direction and I’m not sure that’s anywhere near the fourth estate.”
While independent Australian men’s lifestyle publication Man of Many (MoM) was not a direct beneficiary under the News Media Bargaining Code, co-founder Scott Purcell said the site has “remained vigilant and proactive in [our] approach to these changes.”
According to Purcell, MoM’s dependence on Meta platforms is minimal, accounting for less than 3% of its website traffic.
“Understanding the volatility of social media platforms, we have significantly diversified our traffic sources,” he said.
“This includes strengthening our presence on other platforms such as LinkedIn and Twitter. Additionally, we have focused on enhancing our SEO strategies to boost organic search traffic, ensuring that we are not overly reliant on any single source for audience reach.”
The site has also actively participated in a coalition urging the government to consider the broader implications of a ban, as well as launching a new advertising portal to further diversify it’s revenue.
“Our recommendations to the ACCC and government include advocating for inclusive negotiation mechanisms, supporting media diversity, and safeguarding against platform withdrawal.
“We have also taken direct action by communicating with government officials through open letters and leveraging our platform to educate our audience about the ongoing changes and how they can support independent media.”
Co-founder of social-first news publication The Daily Aus, Zara Seidler, has been vocal about how a Meta ban would affect the company, telling Mediaweek in March that it would have “a direct consequence for us and our revenue.”
The business launched on Meta-owned Instagram and has 560,000 followers on the platform, putting The Daily Aus in a “complex” position, Seidler said.
The publication said that while Instagram is still central to its platform and revenue, it also has brand partnerships that take the form of Instagram Stories and on-platform polling. It has also introduced TDA+U, an initiative that allows individuals to make voluntary contributions to support The Daily Aus.
The team said that readers will still be able to access The Daily Aus without contributing and any contributions will help to sustain the publication and keep it free for those who can’t afford to pay for news.
TDA+U is another safeguard by a publication that is “horrified by the prospects” of Meta’s potential decision.
Seidler told Mediaweek in March: “The bottom lines of big media companies need to be taken into consideration, but so do consumer habits. They’re not going to change how they get their news tomorrow, so what will come and fill that void? That’s my concern.”
See also: The Daily Aus on Meta, international expansion, and remedying ‘Fontgate’