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…
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