Technology – Media Nation

The Herald’s print numbers keep dropping while digital holds steady; plus, media notes

The Boston Herald Traveler plant sometime in the 1950s. Photo (cc) 2013 by City of Boston Archives.

Paid print circulation continues to fall at the city’s second daily newspaper, the Boston Herald, while paid digital subscriptions are essentially unchanged over the past year. That information was gleaned from published statements that the Herald filed with the U.S. Postal Service this past September as well as the previous September.

Last week I reported that the dominant daily, The Boston Globe, is losing print customers more quickly than it’s adding digital subscribers — a departure from previous years, when digital was growing rapidly. The paper is predicting a return to faster growth in 2025.

I’m reporting on the Herald’s numbers with less information than I would like, but I believe I have enough to make some accurate apples-to-apples comparisons.

Unlike the Globe, and unlike virtually every daily newspaper I’ve ever looked at, the Herald’s postal statements include Sunday numbers in its average circulation totals. If I had access to the Alliance for Audited Media’s reports, I could find separate totals for Sundays and weekdays. Last October, for instance, Mark Pickering, writing for Contrarian Boston, found that the Herald’s average paid weekday print circulation was 16,043, a decline of more than 20% over 2022. Sunday circulation, he reported, was 19,799 last year, a drop of more than 16%.

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Pickering was relying on numbers that the Herald had reported to AAN. Unfortunately, AAN ended free log-ins for journalists and researchers a couple of years ago. And when I asked for four reports last week regarding the Herald and the Globe, I was told that it would cost me $200. No thank you.

So that brings us to the seven-day print numbers that the Herald reported to the Postal Service. According to reports filed on Sept. 20, 2024, the Herald’s average print circulation during the preceding 12 months was 13,092 — a substantial drop of 2,566, or more than 16% over the previous year.

Now for digital circulation. As I wrote last week, the digital numbers that newspapers report to AAN and the Postal Service involve some double-counting and are actually higher than the internal numbers. Globe spokeswoman Carla Kath told me that the paper’s paid digital circulation is currently 261,000, an increase of 6.5% over the previous year but substantially below what’s on the postal (and AAN) statements.

Given that, I’d like to know what the Herald’s internal count of digital circulation shows. But publisher Kevin Corrado did not respond to an email seeking clarification, so I’m going to go with the postal statement. And according to that statement, the Herald’s average seven-day digital paid circulation is now 27,894, just 655 more than it was a year ago.

For some reason, the 2023 number is slightly lower than what Pickering reported at Contrarian Boston a year ago for both weekdays and Sundays, which suggests an unexplained discrepancy between what the Herald reported to the postal service and to AAN.

All told, the Herald’s average paid circulation as reported to the postal service, print plus digital, is now 40,978, a decline of 1,919, or about 4.5%.

Media notes

• Media critic Margaret Sullivan, whose lengthy résumé includes a stint as The New York Times’ public edtior, weighs in with some thoughts on a bizarro juxtaposition of Times headlines about presidential candidates Kamala Harris and Donald Trump. The headlines: “In interviews, Kamala Harris continues to bob and weave” and “In remarks about migrants, Donald Trump invoked his long-held fascination with genes and genetics,” which is another way of saying that the Orange Authoritarian is a fan of eugenics.

As Sullivan writes, the Harris head is “unnecessarily negative, over a story that probably doesn’t need to exist,” while the Trump head “takes a hate-filled trope and treats it like some sort of lofty intellectual interest.” Liberals and progressives on social media, especially on Threads, have been up in arms at what they see as the Times’ soft treatment of Trump. Though I think much (OK, some) of that criticism is overwrought, there’s no disputing that the paper blew it with the two headlines Sullivan cites.

• Speaking of the Times, executive editor Joseph Kahn was interviewed on NPR in recent days by “Morning Edition” co-host Steve Inskeep. Kahn was asked to address criticism from the left, including the Times’ obsessive coverage of President Biden’s age and its weird both-sidesy treatment of the candidates’ housing plans. (Harris: Build more; Trump: Deport the occupants.)

“In people’s minds, there’s very little neutral middle ground. In our mind, it is the ground that we are determined to occupy,” Kahn said. He added: “It’s not about implying that both sides have absolutely equal policies on all the issues. It’s about providing well-rounded coverage of each of the two political parties and their leading candidates.” Read or listen what Kahn has to say and see if you agree.

• This blog is built on WordPress, open-source software that powers many news websites. Unlike Twitter, Meta or Substack, WordPress has always seemed like a non-evil alternative. You can set up your blog at WordPress.com, a commercial hosting service, or do it yourself using the free WordPress.org software. I’ve done both, and currently Media Nation uses dot-org.

Now all that is being threatened. Longtime digital journalist Mathew Ingram, who’s gone independent, has a terrific post up about the battle between Matt Mullenweg, a wealthy entrepreneur who controls both dot-com and dot-org, and WP Engine, a major third-party hosting service that I don’t use. “In a word, it’s a godawful mess,” Ingram writes. “And every user of WordPress has effectively been dragged into it, whether they wanted to be part of it or not.”

Beehiiv, anyone?

• The PRESS Act, which would create a federal shield law to protect journalists from being forced to identify their anonymous sources except in rare cases, has been endorsed by The New York Times. I’ve written more about it here.

Mark Zuckerberg bends the knee in a groveling letter over COVID and Hunter Biden’s laptop

Mark Zuckerberg.. Photo (cc) 2016 by Alessio Jacona

Mark Zuckerberg has regrets. In a letter to U.S. Rep. Jim Jordan, the right-wing Republican chair of the House Judiciary Committee, Zuckerman said he never should have allowed the Biden administration to pressure Meta into removing misinformation and disinformation about COVID-19, because we all would have been so much better off if we could more readily access conspiracy theories about the hazards of masking and the benefits of horse tranquilizer.

“I feel strongly that we should not compromise our content standards due to pressure from any administration in either direction — and we’re ready to push back if something like this happens again,” Zuckerberg wrote. The Wall Street Journal’s Siobhan Hughes (free link) reports on Zuckerberg’s letter.

Here’s some analysis from Adam Clark Estes in Vox:

It’s interesting that Zuckerberg decided to dive into the free speech snake pit this week. It’s also not surprising that Republicans, who have been on a book-banning spree at schools nationwide, are propping up old facts as if they were new revelations in their ongoing quest to blame Democrats for censorship. It’s election season, and questioning reality is part of the fun.

As we enter the final two months before the election, there are fewer guardrails for misinformation in place on major social media platforms, and writing a letter about the Biden administration and censorship, Zuckerberg seems to be throwing Republicans a political grenade, something that can fire up the base and use to get mad about Democrats. In reality, though, Zuckerberg is probably just trying to keep his company out of more hot water and to continue revamping his own public image.

Zuckerberg’s abject obsequiousness comes at an interesting time. Ever since Elon Musk bought Twitter in the late 2022, Zuckerberg has tried to come across as the good guy, launching Threads to compete with Twitter and marketing it as the nice alternative to the dark forces of neo-Nazism and racism that Musk has indulged in and has promoted himself.

Now comes a reminder, as if one were needed, that it’s probably not a good idea to choose your social media platform on the basis of which billionaire owner is less evil. Is Musk worse? On balance, yes. But Zuckerberg is the sort of mogul who won’t spend one cent on improving trust and safety if it means fewer profits. And lest we forget, his track record includes passively allowing Facebook’s algorithms to promote atrocities in Myanmar against the Rohingya people, as documented by Amnesty International.

Zuckerberg’s letter also expressed regret for temporarily demoting a New York Post story about Hunter Biden’s laptop in the closing days of the 2020 presidential campaign, which has become a crusade on the Trumpist right. But though it’s become an article of faith that the laptop was later authenticated, that’s not entirely true. It took a year and a half of hard work for The Washington Post to authenticate some of the emails on the laptop’s hard drive, and most of them remain unverified. Moreover, none of the verified emails tied Hunter’s business dealings to his father, President Biden.

Finally, Zuckerberg promised not to help with local election infrastructure anymore because “some people believe this work benefited one party over the other,” even though Zuckerberg himself said the data he’s seen shows that’s not true. So score another win for what Hillary Clinton once accurately called the “vast right-wing conspiracy.”

Earlier this summer, the U.S. Supreme Court rejected a claim that the Biden administration’s pressure campaign to convince social media companies that they should remove certain content was a violation of the First Amendment, which was surely a relief to every elected official who’s ever picked up the phone and yelled at a reporter.

But it looks like the right is having its way regardless given that what is by far the largest and most influential tech platform — the operator of Facebook, Instagram, Threads and WhatsApp — has now caved.

Publishers sound alarm over Google’s AI search plans. But let’s dial it back a bit.

What does AI say about RFK Jr.’s anti-vax activism? Photo (cc) 2023 by Gage Skidmore.

The latest freakout inspired by artificial intelligence has hit the news business. On Tuesday, Google announced that it will merge its AI tool, Gemini, with its search engine. What that means for publishers is that someone seeking information about, say, Robert F. Kennedy Jr.’s anti-vax crusade will receive an answer right in Google rather than being prompted to click to a news source. Let’s try it:

First, I entered <Robert F. Kennedy Jr. anti-vaccine activism> in Google Search. The top five results were from The Associated Press (two), Scientific American, the Annenberg Public Policy Center and the PBS “NewsHour.” In other words, good, respectable sources of independent journalism.

Next, I entered the same search at Gemini and got this: “I’m still learning how to answer this question. In the meantime, try Google Search.” OK! But then I tried the same thing at the free version of ChatGPT, which provided the following answer:

Robert F. Kennedy Jr., son of former U.S. Senator and Attorney General Robert F. Kennedy and nephew of President John F. Kennedy, has been known for his anti-vaccine activism. He has been a prominent figure in the anti-vaccine movement, particularly regarding his views on the safety of vaccines and their alleged connection to autism.

Kennedy founded the Children’s Health Defense organization, which has been criticized for spreading misinformation about vaccines and promoting unfounded claims about their dangers. He has spoken at numerous events and rallies, advocating against vaccination and promoting alternative views on the subject.

It’s important to note that the overwhelming scientific consensus supports the safety and effectiveness of vaccines, and the alleged link between vaccines and autism has been thoroughly debunked by multiple scientific studies. Kennedy’s activism has been met with criticism from public health officials and medical professionals, who argue that his views are not supported by scientific evidence and pose a danger to public health.

I think we can agree that’s pretty good — and it includes exactly zero links to any of its sources, depriving some excellent news organizations of web traffic. I should note that, according to CNN media reporter Oliver Darcy, Google is promising to include links in Gemini, so it may end up looking something like Perplexity, an AI-powered search engine that provides plain-English answers and reliable links.

When I tried our RFK Jr. search at Perplexity, I got a very good answer — as good as ChatGPT, if not better — along with links to Wikipedia, The AP, the “NewsHour” and NBC News. But would I click on them? At the moment, I would, because of AI’s well-known proclivity for providing fake answers. At some point, though, that problem will be solved.

“This will be catastrophic to our traffic, as marketed by Google to further satisfy user queries, leaving even less incentive to click through so that we can monetize our content,” Danielle Coffey, chief executive of the News/Media Alliance, told Darcy. The alliance represents some 2,000 news publishers.

I also took a look at the internal metrics of the only news site I have access to: this one. According to Google Analytics, over the past month Media Nation received 40% of its traffic from “organic search” — that’s traffic from search engines, nearly all Google, that I didn’t boost by paying for ads on Google. And yes, that’s a lot. Next up was direct traffic (25.6%), organic social (21.2%) and referrals (12.1%), which are links from other websites.

Now, I happen to think that some of the lamentations we’re hearing from publishers are overblown. It’s fine to complain that Google is taking steps that will result in fewer clicks on your website. But how much money does that really bring in? These days, you’re likely to hit a paywall when you try to click through from a search. Programmatic ads on news sites are terrible and bring in very little money.

In the end, there is no substitute for building a relationship with your audience. For-profit publishers need to persuade their readers to become digital subscribers and local businesses to advertise. Nonprofits must convince their audience to become voluntary supporters and to raise money from underwriters, foundations, events and whatever else they can think of.

To use Media Nation as an example again: I currently have more than 2,300 subscribers who receive new posts by email. I consider those to be my most engaged readers. I don’t do much to monetize this site, although I have a modest paid supporter program, which, needless to say, you are invited to join. The future of news, though, is being built right now by serving our communities — not through Google search.

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A lawsuit aims to let Facebook users turn off the News Feed

Mark Zuckerberg, defender of the algorithm. Photo (cc) 2016 by Alessio Jacona.

Imagine that you could log onto Facebook and not be exposed to that infernal, endlessly scrolling News Feed. Imagine, instead, that you could visit your friends and groups as you wished, without any algorithms to determine what you get exposed to. That’s what Facebook was like in the early days — and it’s what it could be like again if a lawsuit filed by longtime internet activist and researcher Ethan Zuckerman succeeds.

Zuckerman has developed a tool called Unfollow Everything 2.0, which would allow users to unfollow their friends, groups and pages. This wouldn’t change who you’re friends with, which means that you’d have no problem checking in with them manually; you can, of course, do that now as well. No longer, though, would everything be served up to you automatically, non-chronologically and bogged down with a ton of crap you didn’t ask for.

So why is Zuckerman suing? Because, several years ago, a Brit named Louis Barclay developed the original Unfollow Everything. Mark Zuckerberg and company threatened to sue him if he didn’t take it down and permanently threw him off Facebook and Instagram. Barclay wrote about his experience on Slate:

I still remember the feeling of unfollowing everything for the first time. It was near-miraculous. I had lost nothing, since I could still see my favorite friends and groups by going to them directly. But I had gained a staggering amount of control. I was no longer tempted to scroll down an infinite feed of content. The time I spent on Facebook decreased dramatically. Overnight, my Facebook addiction became manageable.

Zuckerman is claiming that Section 230, a federal law that’s normally used to protect internet publishers like Meta from legal liability with regard to the content their users post, also protects developers of third-party tools such as Unfollow Everything.

“I’m suing Facebook to make it better,” Zuckerman, an associate professor at UMass Amherst, said in a press release. “The major social media companies have too much control over what content their users see and don’t see. We’re bringing this lawsuit to give people more control over their social media experience and data and to expand knowledge about how platforms shape public discourse.”

Zuckerman is being represented by the Knight First Amendment Institute at Columbia University.

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The real problem with Facebook; or, taking a stroll down Indian Dick Road

Facebook now allows you to post a link to a story in the Kansas Reflector that was critical of Facebook. I tested it a little while ago. As I wrote the other day, I assumed it was initially blocked not because of the actual content of the story. I offered one data point — a Johnny Cash lyric I posted a few years ago that got me in trouble, apparently because it makes reference to guns and murder. Here are two more.

First, the Reflector story that got blocked is about a climate-mitigation program called Hot Times in the Heartland. Whoa! Sounds like some kinky stuff going on in the wheat fields.

Second, one of the worst stories about Facebook censorship I’ve heard involved The Mendocino Voice. I wrote about it in our book, “What Works in Community News.” It seems that the Voice had used Facebook to pass along an important announcement from the sheriff’s office about a wildfire evacuation route. It got taken down, though it was quickly restored when the Voice howled. No explanation was ever offered, but Adrian Fernandez Baumann, the Voice’s co-founder, observed that the post included a reference to Indian Dick Road.

The real problem with Facebook — and other Meta products, like Instagram and Threads — is that Mark Zuckerberg and company refuse to invest a single penny beyond what is absolutely necessary to create a better product. Everything is automated, robo-censors control our lives, and complaining is only occasionally successful.

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A nonprofit news outlet gets blocked by Facebook after publishing a critical story

The Kansas Reflector, which has done some great work in exposing the illegal police raid on the Marion County Record in rural Kansas, got blocked by Facebook for what it reports was seven hours earlier today. Indeed, I got a notice from Facebook that something I’d linked to in the Reflector last August was being taken down.

Folks at the Reflector, a nonprofit that’s part of the States Newsroom network, are wondering if a story they published that was critical of Facebook had anything to do with it. Probably not. I’ve been kicking the hell out of Facebook for years without any problem. The only time I can remember ending up in Facebook purgatory was when I answered a question about the greatest single line in a song. My offending answer: “I shot a man in Reno just to watch him die.” Guns, death, algorithms!

The Reflector quotes a Twitter post from Meta spokesman Andy Stone, who said, “This was an error that had nothing to do with the Reflector’s recent criticism of Meta. It has since been reversed and we apologize to the Reflector and its readers for the mistake.” As of this writing, though, you still can’t share a link to the story that criticized Facebook. I tried just to see what would happen and got the following message: “Posts that look like spam according to our Community Guidelines are blocked on Facebook and can’t be edited.”

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The proposed TikTok ban: Justified? Or a bad move based on ‘weird, xenophobic fear’?

I’m conflicted on whether it’s a good idea for the U.S. to ban TikTok unless the Chinese government agrees to sell it. On the one hand, there are important First Amendment principles at stake. On the other, it doesn’t strike me that we’re required to allow China to direct propaganda at American users lest we somehow fall short in our dedication to freedom of expression.

That said, Mike Masnick of TechDirt has weighed in with a hot-blooded commentary arguing that banning TikTok would be a grotesquely wrong move. Here’s the heart of it:

The US has dealt with foreign propaganda for ages. And we don’t ban it. Part of free speech is that you have to deal with the fact that nonsense propaganda and disinformation exists. There are ways to deal with it and respond to it that don’t involve banning speech. It’s astounding to me how quickly people give up their principles out of a weird, xenophobic fear that somehow China has magic pixie dust hidden within TikTok to turn Americans’ brains to mush.

I’m sympathetic to Masnick’s argument and have yet to be convinced that the ban is a good idea. And I’m definitely not going to be convinced because House members have been shown secret information that the rest of us aren’t privvy to.

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Roger Fidler predicted the future of news delivery. But he missed a crucial piece.

The New York Times last week published a story by David Streitfeld on Roger Fidler, a digital journalism visionary who touted the idea of delivering news via tablet computers a good 20 years before such devices were even available. I wrote about Fidler in my 2018 book, “The Return of the Moguls: How Jeff Bezos and John Henry Are Remaking News for the Twenty-First Century.” An excerpt follows. It’s fascinating to look back at what Fidler got right and got wrong.

***

In the early 1990s, a Knight Ridder executive named Roger Fidler developed an idea that was stunningly close to the tablets and smartphones of the 2010s. I attended a conference at Columbia University at which Fidler outlined his vision for a digital tablet on which we would read newspapers and magazines — something he had been thinking about for the previous dozen or so years. The screen would have the same resolution as a glossy magazine; the devices would be flexible so you could roll one up and take it with you; and they would be so cheap that newspapers would give them away to eliminate the money-burning tasks of printing and distribution. How far ahead of his time was Fidler? Even as of 2017, we were nowhere near achieving any of those three goals.

Fidler also anticipated the choice and interactivity that would come with digital newspapers. For instance, he said that a subscriber might purchase a subscription to The New York Times’s international news, The Washington Post’s political news and her local paper’s regional news. And the tablet would have interactive capabilities so that you could, for instance, click on a restaurant ad to make a reservation. “It was not quite like Roger had descended from another planet, but he was saying some things that were simply very hard to believe at the time,” John Woolley, who worked with Fidler, said in 2012. “He had conjured up this idea of a tablet at a time when laptops were revolutionary. He was clearly a futurist. And he didn’t care what anyone believed. He never backed down.”

I have no notes from that conference, so I’m relying largely on my memory, as well as a video that Fidler put together when he was head of the Knight Ridder Information Design Laboratory in Boulder, Colorado. The prototype in the video was simultaneously retro in that the display looked exactly like a printed newspaper and futuristic in its capabilities, which included better, faster interactive graphics than we generally see today as well as sophisticated voice controls.

But keep in mind Marshall McLuhan’s admonition that the medium is the message. Fidler envisioned a revolutionary leap forward in the way we interact with text, photography, graphics, audio and video. What he did not envision was that the digital future would be altogether different from what had come before and that we would use it in ways he could not imagine. In his talk at Columbia, he said that we’d download the content we had paid for by plugging our devices into, say, our cable television box before going to bed. In the video, he also raised the possibility of something that looked like a credit card that you could take with you and use to load more content onto your device if you were away from home. What he missed was that digital newspapers would be distributed via the open web rather than a closed system controlled by publishers. Fidler could see into the future in ways that were remarkable. But in 1994, he did not mention what would turn out to be the most revolutionary change of all. Even though he brilliantly anticipated the technological revolution that was to come, he failed to foresee the cultural revolution that would accompany it.

“For most people a newspaper’s like a friend,” Fidler says in the video. “It’s somebody you know who you have come to trust. Over the last 15 years there have been many attempts to develop electronic newspapers, and many of the technologists who have been pursuing these objectives assume that information is simply a commodity, and people really don’t care where that information comes from as long as it matches their set of personal interests. I disagree with that view.”

In fact, Fidler was wrong. Most news turned out to be so generic that it is difficult to imagine anyone would ever pay for it. As I am wrapping up this chapter in late March 2017, one of the big news stories of the day is the fate of President Donald Trump’s tax proposals following the Republican Congress’ failure to repeal the Affordable Care Act — a major plank in Trump’s platform. Entering “Trump taxes” at Google News brings more than 7.3 million results — the very definition of commodity news. More than 20 years after the narrator of Fidler’s video assured viewers that people wanted “a specific newspaper with a branded identity,” there are very few types of content that readers might be persuaded to pay for: certain types of local and investigative stories that no other news organizations are publishing; personalities that distinguish a paper from its competitors, such as popular columnists; and the intelligent judgment of editors regarding what news is the most important, what’s less important, and what can be left out of the paper altogether.

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How a former Iowa newspaper’s name was hijacked to produce AI-generated clickbait

Clayton County, Iowa. Photo (cc) 2011 by Jsayre64.

The Clayton County Register was a respected Iowa newspaper. Founded in 1926, it lives on, having merged with The North Iowa Times in 2020. The new paper was named the Times-Register.

But that’s not the only way that the paper lives on. Kate Knibbs reports in Wired that the domain name, claytoncountyregister.com, is being repurposed to generate investment-oriented clickbait using artificial intelligence. Indeed, if you look at the Register’s homepage right now, you’ll find a gigantic headline, “New York Community Bancorp Faces Uphill Battle Amid Regional Banking Crisis,” accompanied by what is almost certainly an AI-generated image and a byline attributed to Emmanuel Ellerbee.

Ellerbee, Knibbs tells us, has some 30,845 articles to his credit, which is a level of output that even the greediest corporate newspaper owner would respect.

Although Knibbs doesn’t use the term “pink slime,” what she found would appear to fit: it’s garbage content, written under apparently fake bylines, taking advantage of a legacy newspaper’s brand and reputation in order to suck people in. Not that whoever is behind the faux Clayton County Register much cares about trying to lure the locals.

Knibbs begins her story by telling us about an investor named Tony Eastin who stumbled upon the Register while researching a pharmaceutical stock. Much of the story is devoted to how Eastin and his friend Sandeep Abraham tried to get to the bottom of this weird tale. They weren’t entirely successful, but they did find that a Linux server in Germany and a Polish website appeared to be involved. So, too, was a Chinese operation called “the Propaganda Department of the Party Committee of the Xinjiang Uyghur Autonomous Region.” Knibbs writes:

Although Eastin and Abraham suspect that the network which the Register’s old site is now part of was created with straightforward moneymaking goals, they fear that more malicious actors could use the same sort of tactics to push misinformation and propaganda into search results. “This is massively threatening,” Abraham says. “We want to raise some alarm bells.”

One of the dangers of the local news crisis is that bad actors can move in and create what appears to be local content that is really anything but. There’s Pink Slime 1.0, going back about a dozen years, which employed low-wage workers in far-off locations like the Philippines to write stories for zombie newspapers. There’s Pink Slime 2.0, in which mostly right-wing websites are given semi-plausible-sounding names like the North Boston News (!) to spread political propaganda. And now, increasingly, we’re seeing examples of Pink Slime 3.0, which adds AI to the mix.

Although these sites don’t represent much of a threat at the moment, that could change. After all, the infrastructure is being put into place.

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Bluesky makes its long-awaited public debut just as Threads skepticism sets in

Is Bluesky about to have its moment?

Since the fall of 2022, when Elon Musk acquired Twitter and proceeded to take a wrecking ball to it, those of us who are heavy users of short-form, text-based social media have been looking for a new platform. I bet heavily on Mastodon, but though I find it to be a pleasant environment most of the time, with a lot of activity and high engagement, it has not been adopted by more than a handful of news organizations, journalism think tanks, the Massachusetts political community and ordinary people. Those folks have, for the most part, remain firmly planted on Twitter/X.

Threads is a different matter. Since it debuted last summer, the platform has largely fulfilled its promise of becoming a better version of Twitter, a place to have conversations about news, journalism and other topics with less sociopathy than you encounter in Musk’s hellhole. Threads reportedly has about 130 million active monthly users, compared to 500 million on Twitter, which is pretty impressive for a service that’s less than a year old and is still rolling out features.

Unfortunately, it appears that Threads will not fulfill the hopes of its most news-obsessed users. On Friday, Mark Zuckberg’s Meta, which owns Threads, repeated previous statements that it has no intention of becoming a platform that is heavily focused on politics. Posts that the almighty algorithm deems political will not show up in the “For You” listing, which is what you see when you first log on and which is determined by software that thinks it knows what you’re interested in. Any accounts you’re already following will continue to show up, but discovering new accounts will become more difficult. The change also applies to Instagram.

According to Adam Mosseri, who runs Threads and Instagram, “we’re not talking about all of news, but rather more focused on political news or social commentary.” But as Taylor Lorenz and Naomi Nix report for The Washington Post (free link), who’s to say what’s political? They quote Ashton Pittman, news editor of the Mississippi Free Press, who tells them:

If I post about LGBTQ rights, or about being a gay man, is that political? If I post about Taylor Swift, is that political because bad actors are making everything political? Everything is political if we’re honest with ourselves — it’s just about who’s defining what’s political and who gets to define that and what does it mean?

Which brings me back to Bluesky. Unlike Threads, the platform is not fully for-profit; unlike Mastodon, it’s not a nonprofit. Rather, it’s a public benefit corporation, which means that it’s a for-profit company that must serve the public interest in some way and that reinvests any profits it makes back in the operation. Of the three major Twitter alternatives, Bluesky has garnered the most skepticism. For one thing, among Bluesky’s founders is former Twitter CEO Jack Dorsey, who thought selling out to Musk was just fine. For another, Bluesky’s rollout has been painfully slow. Until last week, you couldn’t join without an invitation, which is why it has just 3.2 million users, far behind Threads and Twitter.

After Bluesky finally opened itself up to the public, though, the influential tech writer Mike Masnick wrote an enthusiastic post at Techdirt saying he was “pretty excited” about where the platform is heading. What has Masnick most excited is Bluesky’s roll-your-own approach to content moderation. He writes:

For example, the company has added some (still early) features that give users much more control over their experience: composable moderation and algorithmic choice. Composable moderation lets users set some of their own preferences for what they want to encounter on social media, rather than leaving it entirely up to a central provider. Some people are more willing to see sexual content, for example.

But, the algorithmic choice is perhaps even more powerful. Currently, people talk a lot about “the algorithm” and now most social networks give you one single algorithm of what they think you’ll want to see. There is often a debate among people about “what’s better: a chronological feed or the algorithmically generated feed” from the company. But that’s always been thinking too small.

With Bluesky’s algorithmic choice, anyone can make or share their own algorithms and users can choose what algorithms they want to use. In my Bluesky, for example, I have a few different algorithms that I can choose to recommend interesting stuff to me. One of them, developed by an outside developer (i.e., not Bluesky), Skygaze, is a “For You” feed that … is actually good? Unlike centralized social media, Skygaze’s goal with its feed is not to improve engagement numbers for Bluesky.

For some time now, I’ve been using Threads, Mastodon and Bluesky more or less equally on the theory that we’re a long way from knowing which platform, if any, will emerge as the main alternative to Twitter. (I’m also still on Twitter, mainly for professional purposes, though I’ve locked my account and post less frequently there than on the other platforms.) Even though I have far fewer followers on Bluesky than elsewhere, I’ve found the engagement to be quite good and the content consistently interesting — more so than on Mastodon, and with less crap than on Threads.

We will never go back to the days when there was one platform where everyone gathered, for better or worse. But Bluesky seems like a worthy entry into the social media wars now that it’s (finally) open to the public.

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