Twitter – Media Nation

Bluesky is having its moment; plus, Soon-Shiong reverses himself, and a local-news event in Ipswich

From the moment that Elon Musk bought Twitter in late 2022 and took a wrecking ball to it, millions of appalled users have sought alternatives. Mastodon, a decentralized nonprofit, got some early buzz, though it failed to gain mass traction. Threads, part of the Meta universe, has enjoyed some success, attracting 275 million users; but many of those users are also disenchanted with an algorithm that plays down news and politics.

Now Bluesky is having its moment. The most Twitter-like of the new platforms, Bluesky has experienced a surge of a million new users since the election, attracting the attention of The New York Times, The Associated Press, Slate and others. Its current user base of about 15 million makes it far smaller than Threads, but its customizable feeds, lists and starter packs, as well as its lack of an algorithm, have led many of us to conclude that it’s a better tool for sharing and discussing journalism.

As media writer Oliver Darcy puts it: “But while the masses might be joining Threads, power users in media and politics seem to now be preferring Bluesky. That is where the conversation is now forming. Even on Threads, one of the biggest topics of discussion this week is Bluesky.”

Bluesky got off to a slow start because for quite a long while you could only join by invitation. Former Twitter CEO Jack Dorsey’s involvement was a poison pill for some, though he has since moved on. Today Bluesky is owned by a public benefit corporation — a for-profit company that nevertheless must adhere to some nonprofit-like principles such as “extending benefits to stakeholders like communities and employees,” as Kiplinger puts it.

In other words, Bluesky, unlike Threads and Twitter, is not under the control of an erratic billionaire.

Twitter/X still has nearly 500 million users worldwide, but it has been overrun by trolls, bots and various right-wing extremists, including Musk himself. The Guardian created a stir Wednesday when it announced that it was mostly leaving Twitter, calling it a “toxic media platform.” But many news outlets continue to make heavy use of Twitter.

Six to 10 years ago, when Twitter was at its most useful, it was a gathering place for liberals, conservatives and moderates. Unfortunately, neither Threads nor Bluesky has been able to replicate that vibe, as their user bases are overwhelmingly liberal and progressive. And thus our national discourse continues to become more polarized.

Soon-Shiong comes clean

Patrick Soon-Shiong, the other billionaire newspaper owner who killed an endorsement of Kamala Harris just days before the election, is now saying that his daughter was right all along when she cited Harris’ pro-Israel position in the war in Gaza as the reason that his Los Angeles Times did not weigh in on the presidential race.

“Somebody had asked me, ‘was that the reason?’ I said, ‘well, that wasn’t the only reason.’ Clearly, that was one of the reasons, and there are many other reasons, but I think that should be exposed really transparently about all the reasons,” he told CNN reporters Liam Reilly and Hadas Gold.

Soon-Shiong had previously denied a claim in The New York Times by his daughter, Nika, that the family had decided not to endorse because of Gaza. Instead, he said that he wanted his paper to move away from endorsements, and that he killed the Harris endorsement because the editorial board had ignored his directive to put together a nonpartisan guide to Harris’ and Donald Trump’s stands on the issues.

Now it appears that Soon-Shiong was being less than candid — or, as former LA Times journalist Matt Pearce writes, “Well, Patrick Soon-Shiong lied.” Pearce adds:

If you own large newspaper and have strong opinions about Israel’s war in Gaza, and those opinions about Gaza directly affect how you influence the newspaper’s engagement with politics and the public during an election, then you should probably print your opinion about Gaza in the newspaper you own instead of publicly dumping on your employees and claiming you’d asked them to do some other nonsense that you hadn’t actually asked them to do, and then lying to reporters about your opinions on Gaza not having influenced your political decisionmaking while publicly scolding your daughter for telling the New York Times hey my dad did this because of Gaza, which you followed by writing an internal email to your chief operating officer and executive editor to more or less elaborate at length that hey I did this because of Gaza (feelings which themselves have already gotten watered down in the only-sort-of-coming-clean interview with CNN).

The other billionaire non-endorser, of course, is Jeff Bezos, who canceled a Harris endorsement in The Washington Post at the last minute and claimed he had decided the Post should stop endorsing candidates.

There is a third billionaire non-endorser as well: Glen Taylor of The Minnesota Star Tribune, whose opinion editor announced back in August that the paper would no longer endorse. As my co-author and podcast partner Ellen Clegg wrote for What Works, that was enough to prompt outrage among former Strib opinion journalists, a group of whom published their own Harris endorsement independently.

Please come to Ipswich

If you’re on the North Shore, I’ll be moderating a panel of local-news leaders today at 6 p.m. at the True North Ale Company in Ipswich. The event is free, although donations are requested. Please register here.

The panel is being held to mark the fifth anniversary of Ipswich Local News, whose publisher, John Muldoon, will be a panelist. He’ll be joined by Kris Olson of The Marblehead Current, Erika Brown of The Manchester Cricket and Jack Lawrence of the soon-to-be-launched Hamilton-Wenham News.

Yes, Bezos congratulated Biden in 2020; plus, liberals flee from Twitter to Threads — to Bluesky?

Jeff Bezos. Painting (cc) 2017 by thierry ehrmann.

Amazon billionaire and Washington Post owner Jeff Bezos raised eyebrows, and hackles, when he logged on to Twitter/X on Wednesday and posted a congratulatory note to Donald Trump:

Big congratulations to our 45th and now 47th President on an extraordinary political comeback and decisive victory. No nation has bigger opportunities. Wishing @realDonaldTrump all success in leading and uniting the America we all love.

The tweet immediately angered Trump critics, who were quick to point out that it came shortly after Bezos killed a Post endorsement of Kamala Harris that had been already written and was ready to go. Bezos claimed that decision was nothing more than a reflection of his belief that the paper should stop endorsing candidates, but the timing was suspicious, to say the least.

It didn’t help that Bezos failed to offer similar congratulations on Twitter to Joe Biden in 2020. One Twitter user, @WhiteHouseAMA, pulled up Bezos’ 2016 congrats to Trump and commented: “Jeff tweeted congratulations to Trump in 2016 and 2024. No tweet exists for Biden in 2020. He didn’t kill the WaPo endorsement of Harris because he wanted to be non-partisan, he did it because he is a partisan.”

But wait.

Writing in Newsweek, Alex Gonzales reported that Bezos did, in fact, congratulate Biden in 2020, except that he did it on Instagram rather than Twitter — and he did so rather fulsomely: “Unity, empathy, and decency are not characteristics of a bygone era. Congratulations President-elect @JoeBiden and Vice President-elect @KamalaHarris. By voting in record numbers, the American people proved again that our democracy is strong.” The message is accompanied by a black-and-white photo of Biden and Harris celebrating.

Newsweek added the Instagram update in a correction, showing how widely it was believed that Bezos had not congratulated Biden four years ago.

The immediate outrage among anti-Trump forces demonstrates the impossible dilemma that Washington Post journalists now face in proving to their audience that they remain independent. Though Bezos was within his rights to cancel the Harris endorsement, it was an unspeakably bad look for him to do so in the final days of the campaign, making it seem like he was truckling under in the event of a Trump victory — which now, of course, has come to pass.

It hasn’t helped that the cancellation followed months of controversy over the Post’s ethically challenged publisher, Will Lewis. If Trump is the first convicted felon to be elected president, then surely Lewis is the first Post publisher to be under investigation by Scotland Yard. I continue to trust the independence of the Post’s newsroom, but I’m watching for any signs that I shouldn’t.

Meanwhile, Meta chief executive Mark Zuckerberg took to Threads on Wednesday to offer his own cheery greetings to Trump, writing, “Congratulations to President Trump on a decisive victory. We have great opportunities ahead of us as a country. Looking forward to working with you and your administration.”

Threads is just one of the many platforms Zuckerberg controls; the most prominent are Facebook and Instagram. Threads has also been by far the most successful of the would-be alternatives to Twitter that sprang up after Trump uber-influencer Elon Musk, the world’s richest person, acquired it and started taking a wrecking ball to it in late 2022.

Threads has proved to be especially popular with liberals fleeing the extreme right-wingers and white nationalists whom Musk enabled on Twitter. And yet Adam Mosseri, the Meta executive who runs Threads and Instagram, has gone out of his way to play down political news in Threads’ algorithm, leading to frustration and anger among a number of users. Messages have been removed for no reason, too, as Washington Post technology reporter Will Oremus has noted.

Even before Zuckerberg’s congratulatory post, some Threads users were leaving and setting up shop on Bluesky, the most prominent short-form platform after Twitter and Threads. Bluesky is owned by a public-benefit corporation and as such is not subject to the whims of a billionaire owner. It also has much better personalization tools than either Twitter or Threads.

Bluesky, though, has only a fraction of the users that its larger rivals have — about 12 million total versus more than 600 million active monthly users at Twitter and 175 million at Threads. Personally, I’m trying to give equal attention to Threads and Bluesky, but it’s hard to know whether Bluesky will ever break through.

After all, it’s a billionaires’ world, and we’re just living in it.

Radio, text-only websites and dropped paywalls: How local news is helping Helene’s survivors

Storm damage in Henderson County, North Carolina. Photo (cc) 2024 by NCDOTcommunications.

Here’s some good advice to prepare for a natural disaster: Get yourself a radio, preferably one that you can crank up by hand. I’m looking at a few on Google, and I see a some models that also come with a built-in flashlight and a port for charging your cellphone.

What brings this home is a story by Tony Elkins, a Poynter Institute faculty member who lives in Asheland, North Carolina, and who was stranded along with his wife and their dog after Hurricane Helene hit. He writes:

I spoke to Poynter’s Angela Fu about how important the radio was in getting out information. We had zero cell signal. No phone, no text, no data. In the mornings and afternoons, the radio was set to Blue Ridge Public Media for the 10 a.m. and 4 p.m. Buncombe County update. That’s how we learned just how massive this event was.

In the evenings we tuned into 99.9 FM. The station hosts and iHeart support from around the country were running nonstop. People were calling in with updates, where to get supplies, reports on what was still standing and what was gone. People called in to beg for information on family or just hear another person’s voice.

It’s been a terrible week for the victims of Helene. While Donald Trump and his allies are spreading lies about hurricane assistance being diverted to undocumented immigrants, as Heather Cox Richardson writes, news organizations on the ground are doing their best to serve their community.

As Elkins observes, radio is a crucial lifeline given that it’s not dependent on internet or cellphone service. For people who have at least a little cell connectivity, some news organizations have put together text-only websites that will work even with slow and limited connections. Melody Kramer, a longtime journalist who’s interested in democracy and public participation, put together a short list of such outlets on Threads:

Blue Ridge Public Radio: text.bpr.org
Enlace Latino: text.enlacelatinonc.org
WFDD 88.5: text.wfdd.org
Asheville Watchdog: text.avlwatchdog.org

The dominant daily paper in the area, Gannett’s Asheville Citizen Times, has been using its Instagram feed to provide survivors with vital information. Elkins says that’s where he learned how to send SOS text messages and where to find nearby gas stations that were open. Reddit has been useful, too, he adds.

Hayley Milloy of LION (Local Independent Online News) Publishers wrote a newsletter item hailing LION members for the innovative approaches they were taking to keeping their communities connected and safe:

For example, Asheville Watchdog presciently looked at the elevated risk of flooding due to development in the days before the storm struck; Oviedo Community News published a local disaster resource guide; Enlace Latino NC devoted an entire editorial section to storm coverage; The Assembly is putting storm coverage outside its paywall and providing it free for any local or regional outlet to republish; The Charlotte Ledger launched Mountain Updates, a pop-up newsletter featuring important developments on flood recovery; and Carolina Public Press is raising awareness about misinformation around the disaster.

Sadly, one platform that had been a go-to for emergency news and information has become a don’t-go, according to Poynter’s Elkins. “I used to be a heavy Twitter user,” he writes. “When I finally opened X, it was full of horrible artificial intelligence-generated images and conspiracy theories. I’ll probably never go back.”

New York City to boost student journalists; plus, listening to voters, and a hacking update

Now here’s a great idea. In New York City, a public-private partnership is spending $3 million to boost journalism in the city’s high schools. The program, called Journalism for All, aims to quadruple the number of Black and Latino students who are studying journalism, according to Claire Fahy of The New York Times (gift link).

High school newspapers, whether in print or digital, have been on the wane in New York and across the country in recent years, although the Student Press Law Center told the Times that the extent of the decline has not been reliably tracked.

Among other things, Journalism for All will help launch student publications by providing them with $15,000 in seed money. In addition, four students from each of the schools that are being served will be able to take part in summer internships at local news organizations.

Fahy reports that California, Illinois and Texas are also providing assistance to high school journalism programs. As I wrote this summer for CommonWealth Beacon, efforts are being made to revive a special commission to study the local news crisis in Massachusetts after the first attempt disappeared down a black hole.

Nurturing high school journalism programs and publications in Massachusetts ought to be something that gets serious consideration.

Listening to Vermont voters

It’s back to the future in Vermont, where the state’s public media operation is covering the election campaign by listening to voters and focusing on the issues they say are important rather than dwelling on the horse race and polls.

Boston Globe media reporter Aidan Ryan writes that journalists for Vermont Public, comprising television, radio and digital, “have spent the year speaking to more than 600 residents at diners, gas stations, and concerts about state and local politics across all 14 Vermont counties.”

It’s an effort known as the Citizens Agenda, but it’s hardly a new idea. Originally known as public journalism or civic journalism, the notion of shaping political coverage around the concerns of actual people was briefly popular in the 1990s. Among other things, the Globe itself engaged in a public journalism effort in covering the 1996 New Hampshire primary.

New York University journalism professor Jay Rosen is advising Vermont Public on implementing the Citizens Agenda; Rosen was also a leader of the public journalism movement in the 1990s, even writing a book about it called “What Are Journalists For?”

It was a good idea then, and it’s a good idea today.

Hacked emails, then and now

One of the odder developments in the 2024 campaign is that three news organizations — The Washington Post, The New York Times and Politico — have reportedly received hacked emails from the Donald Trump campaign but have chosen not to publish anything from them, as Will Sommer and Elahe Izadi reported (gift link) in August for the Post.

Obviously this is quite a departure from 2016, when the news media eagerly passed along emails from Democrats associated with Hillary Clinton’s campaign. Then as now, the leaks come from a foreign adversary — Russia eight years ago, Iran today. Then as now, the actual content of the emails may be of little interest.

I suppose we shouldn’t complain if news executives learned a lesson from 2016, but it’s hard to escape the conclusion that the media helped Trump on both occasions.

Then, last week, independent journalist Ken Klippenstein shared one of the hacked documents on his Substack newsletter — a Trump campaign dossier on all the embarrassing things that JD Vance had said about Trump over the years.

Klippenstein tried to share his newsletter item on Twitter and got blocked and banned. I posted a workaround and got locked out of my account until I deleted the offending post. Meta has been blocking anyone’s attempts to post a link as well, though they haven’t caught up with my Threads post yet.

In any event, you can download the dossier from Klippenstein’s newsletter. I haven’t read it, but I have paged through the table of contents, and it looks highly entertaining though not especially new. (“Vance Wrote That He ‘Loathed’ Trump’s ‘Obvious Personal Character Flaws,’” p. 76).

I assume Tim Walz is boning up ahead of Tuesday’s vice presidential debate.

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.

From here to eternity: How Murdoch plans to maintain Fox as a right-wing force

If there has been one consolation about Fox News’ ongoing subversion of our political discourse — and even of democracy itself — it has been the near-certainty that 93-year-old Rupert Murdoch does not actually have a pact with the Lord of the Underworld and will at some point depart this vale of tears. His rabidly right-wing son Lachlan Murdoch, who Rupe put in charge a few years ago, is outnumbered by three of his siblings, and they reportedly have more moderate views.

Now that is in danger. On Wednesday, The New York Times published a deep dive (free link) into legal steps Murdoch is taking that are aimed at ensuring Lachlan’s continued reign after Rupert himself has departed the scene. Reporters Jim Rutenberg and Jonathan Mahler write that the old man is seeking to rewrite the terms of a trust that specifies four of his many children will share equal control of his media empire:

The trust currently hands control of the family business to the four oldest children when Mr. Murdoch dies. But he is arguing in court that only by empowering Lachlan to run the company without interference from his more politically moderate siblings can he preserve its conservative editorial bent, and thus protect its commercial value for all his heirs.

The toxic effects of a ruling in Rupert’s favor can’t be exaggerated. We in the media like to focus on how Mark Zuckerberg has profited by allowing Facebook to be weaponized by shadowy, malignant forces and how Elon Musk has transformed the cesspool that was Twitter into a far worse place that indulges far-right extremists and conspiracy theorists like, well, himself.

But Fox News is without question the single most influential player on the right, flagrantly promoting lies of omission and commission, including the Big Lie that the 2020 presidential election was somehow stolen from Donald Trump. Fox had to pay a $787 million settlement to the Dominion voting machine company for deliberately lying that Dominion had switched votes from Trump to Joe Biden. But other than firing its biggest star, Tucker Carlson, for reasons that have never been fully explained, Fox has continued on its lying, hate-mongering way.

It’s disheartening to think that this might continue long after Rupert Murdoch’s departure.

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Newsletters move to the fore as tech platforms spurn community journalism

If we’ve learned anything about news publishing in recent years, it’s that the giant tech platforms are not our friends. Google is embracing artificial intelligence, which means that searching for something will soon provide you with robot-generated answers (right or wrong!), thus reducing the need to click through. Facebook is moving away from news. Twitter/X has deteriorated badly under the chaotic leadership of Elon Musk, although it still has enough clout that President Biden used it to announce he was ending his re-election campaign.

So what should publishers do instead? It’s no secret — they’re already doing it. They are using email newsletters to drive their audience to their journalism. A recent post by Andrew Rockway and Dylan Sanchez for LION (Local Independent Online News) Publishers reports that 95% of member publishers are offering newsletters, up from 81% in 2022. “The decline in referral traffic,” they write, “will likely lead to more direct engagement by publishers with their audiences.”

Some observers worry about newsletter overload as our inboxes fill up with email we may never get around to reading. That’s potentially a problem, but I think it’s a more serious problem for larger outlets, many of which send out multiple newsletters throughout the day and risk reaching a point of diminishing returns. By contrast, users will value one daily newsletter from their hyperlocal news project with links to the latest stories.

Newsletters are crucial to the success that Ellen Clegg and I have seen both in the projects we write about in our book, “What Works in Community News,” and on our podcast, “What Works: The Future of Local News.” Essentially, we’ve seen three newsletter strategies.

By far the most common approach publishers use is to offer a free newsletter aimed at driving users to their website, which may be free or subscription-based. The Massachusetts-based Bedford Citizen, for instance, sends out a daily newsletter generated by its RSS feed and a weekly human-curated newsletter. The Citizen is a free nonprofit, but once they’ve enticed you with their top-of-the-funnel newsletter, they hope they can lure you into becoming a paying member. Ellen and I interviewed executive director Teri Morrow and editor Wayne Braverman on our podcast last February.
The Colorado Sun, a statewide nonprofit, offers a series of free and paid newsletters, while the website itself is free. The paid newsletters represent an unusual twist: Some of them feature deeper reporting than you can get from the website on topics such as politics, climate change and outdoor recreation. At $22 a month for a premium membership, users pay no more than they would for a digital subscription to a daily newspaper. Editor Larry Ryckman talked about that in our most recent podcast.
In some places, the newsletter is the publication. An example of that is Burlington Buzz, a daily newsletter that covers Burlington, Massachusetts. Founder, publisher and editor Nicci Kadilak recently switched her newsletter platform from Substack to Indiegraf, and her homepage looks a lot like a standard community website — which shows that it’s a mistake to get too caught up on categories when newsletters have websites and websites have newsletters. Ellen and I talked with Nicci last year.

What’s crucial is that news publishers have direct control of the tools that they use to connect with their audience. Gone are the days when we could rely on Facebook and Twitter to reliably deliver readers to us. We have to go find them — and give them a reason to keep coming back.

Correction: Burlington Buzz has moved to Indiegraf, not Ghost.

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Apple News Plus: Promising, or just another example of promises, promises?

There was a time in the not-too-distant past when news organizations were all-in on social media as a way to distribute their journalism. But that was then. In recent years, Facebook has fiddled with its algorithm repeatedly in order to play down the amount of news that will show up in users’ feeds. Actual partnerships with the likes of The Washington Post are a thing of the past. Google is unreliable. And let’s not get started with what has happened to Twitter/X, the other main source of click-throughs to news stories.

To compensate, media outlets doubled down on newsletters, which don’t drive as much traffic as social but which do have the advantage of being under their control. Of course, all this is playing out at a time when many if not most newspapers and magazines have put their journalism behind paywalls, which further degrades the value of relying on social. A click from Twitter doesn’t mean much if the clicker can’t read the story they’re interested in or — more to the point — see the ads.

Now we’re experiencing a bit of excitement over a newish platform: Apple News Plus. The free version comes preinstalled on everyone’s iPhones and Macs. For $12.99 a month, you get a whole lot more (though not The New York Times, which is skeptical).

Apple News Plus got a big boost earlier this week when Semafor media reporter Max Tani wrote a mostly favorable story. He begins with quite an anecdote about The Daily Beast, which had been on the ropes as its reliance on Facebook and Google was resulting in a dwindling number of clicks. Thanks to its partnership with Apple News Plus, though, the Beast is on track to earn between $3 million and $4 million this year, more than its own in-house subscription program.

Better yet, you don’t have to click through. Stories load instantly and in many cases are more attractive than the publications’ own websites. Tani writes:

The Beast is hardly alone in its increased reliance on the iOS [and Mac] news aggregator. The free version of Apple News has been a source of audience attention for news publishers since it launched in 2015. But while many publishers have come to the conclusion that traffic has less business value than they once thought, they’re still desperate for revenue. Executives at companies including Condé Nast, Penske Media, Vox, Hearst, and Time all told Semafor that Apple News+ has come to represent a substantial stream of direct revenue.

Which raises a question: Haven’t we been down this road before? Indeed, Facebook and Google both experimented with partnering with news organizations and republishing their content on its own platforms, but those arrangements ultimately came to a bad end. Needless to say, Apple News Plus also privileges national publications over local media outlets. Tani mentions partnerships with large regional newspapers such as The Philadelphia Inquirer and The Atlanta Journal-Constitution, but it’s hard to imagine that they’ll get down to the level of hyperlocals that cover small communities and neighborhoods.

Chris Krewson, the executive director of LION (Local Independent Online News) Publishers put it this way on Twitter: “Every time I watch this movie the ending is the same.”

Let me point out another problem. A few large newspapers, both national (principally the Times and The Wall Street Journal) and regional (including The Boston Globe and the Star Tribune of Minneapolis), have achieved profitability on the strength of digital subscriptions. Key to that is that they get all the revenue. The Globe’s non-discounted digital subscription rate of $30 a month is more than double what you’d pay Apple, and that money is being split among all of the media partners that are taking part, as well as with Apple itself.

Journalism is expensive, and news organizations with large reporting staffs need as much subscription revenue as they can get. What Apple is offering, essentially, is iTunes for news, an idea that the late David Carr was promoting 15 years ago. There are good reasons it’s never caught on — until now, maybe.

Long-term, no tech company is going to be a reliable partner for news organizations. Apple is attractive in ways that Facebook and Twitter never were: it’s not a social network, and charging subscriptions for users provides a more solid underpinning than anything the platforms offered. And of course journalism should take advantage of what Apple is offering. At this late date, I think every news executive knows the rug could be pulled out from under them at any moment. But they ought to take the money while it’s there.

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Do not Post

After Elon Musk starting taking a sledgehammer to Twitter in late 2022, I gravitated to two alternatives — Mastodon and Post. Well, Mastodon is still going strong, though it’s very much a niche service. (I guess all social media in 2024 is niche except TikTok, and I’m not on it.) Post, though, seemed to have no constituency right from the start, and I quickly gave up on it. Now it’s gone. These days I’m most active on Threads, and you can find me here.

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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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