The Boston Globe, like many publishers, wants to send breaking news notifications directly to people’s phones. But when it explored the options on the table earlier this year, it hit a wall: Tweaking its app or assigning developers to plug into another platform was shaping up to be a big drain on resources.
In the end, Facebook Messenger was the cheapest and easiest route, said Matt Karolian, director of audience engagement at the Globe. The paper began pushing out notifications on the platform just last week and already is seeing an 80 percent open rate.
“You can stand on the shoulders of Facebook,” he said. “It’s affordable to implement, it’s cross-device. People use Facebook a ton. Facebook is across all your devices. You have a lot more targets to hit.”