In search of Facebook love, publishers form link-sharing pacts with each other
At work here is what is called, variously, “social syndication” or “traffic exchange,” a technique increasingly in vogue among publishers looking to get their articles and brands in front of other readers.
(…) “That fiefdom-like thinking that ‘we own this audience and it’s ours only’ is very old media. It’s like people saying, ‘I only subscribe to The Wall Street Journal or The New York Times,’” said Daily Dot CEO Nick White. “It’s just not the right model anymore.”