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Meta-morphosis – Can Australia Avoid A News Blackout?

Is the news on social media a thing of the past?

When it comes to managing news on digital platforms, Australia might want to take a closer look at Canada’s experience (which I write about here: SPOS #895 – Michael Geist On Google And Meta Blocking News Links And The Future Of Media).
Last year, Meta (aka Facebook) blocked news content in Canada, a move that has had significant consequences for Canadian news outlets (even though Canadian were told how great this would be).
As Australia considers renewing its own deals with Meta under the News Media Bargaining Code, there are crucial lessons to be learned.
The News Media Bargaining Code, introduced by Australia, was designed to force digital platforms to share their advertising revenue with news publishers.
Canada, inspired by this move, implemented a similar law with high hopes.

But the reality has been starkly different.

Since Meta’s news ban in August 2023, Canadian news outlets have faced a severe drop in user traffic from Meta’s platforms.
The promised revenue flows never materialized, and the impact on the news industry has been profoundly negative.

Consider this…

Without the ability to share direct links to news articles, user visits to news sites collapsed.
This hit regional and local news sites hard, as Facebook was a key source of audience traffic for them.
In a world where regional and rural areas are turning into “news deserts,” this loss should be deeply concerning.

The workarounds?

Consumers are using screenshots, copy-pasting text, and sharing URLs with modifications.
These don’t replace the lost audience or generate revenue through ads for the news outlets.
Instead, they’ve led to an uptick in political discussions on Facebook and Instagram, often disconnected from the original news sources.
This opens the door to well-meaning misinformation or deliberate disinformation and, at worst, conspiracy theories.
For those deeply invested in news (like me), people find their way to the news elsewhere (I have!).
But what about casual readers who stumble upon news through their social media feeds?
They’re missing out, and they might not even realize it.
Social media platforms are used for various purposes beyond news consumption, and for many, the absence of news links goes unnoticed.

Interestingly, a significant portion of the population isn’t very keen on news to begin with.

According to the Digital News Report Australia, “68% of Australians actively avoid the news, and 41% suffer from news fatigue.”
Ouch! But after years of relentless reporting on crises, it’s not surprising.

Meta understands this dynamic well.

The company claims that reducing news visibility doesn’t substantially impact user experience.
Many users might not even notice the absence of news from their feeds.

Here’s the kicker:

If Australia formally designates Meta to pay news publishers, it might backfire.
Meta’s argument is straightforward — if their platforms carry limited Australian news content, why should they share revenue with news publishers?
This argument could prove persuasive in both public opinion and legal proceedings.

So, what’s the takeaway for Australia?

Before pushing for renewed deals with Meta, it’s crucial to consider the unintended consequences seen in Canada.
A balance needs to be struck to support news publishers without pushing digital platforms to withdraw their support entirely.
How can Australia ensure that the News Media Bargaining Code achieves its goals without creating a news desert of its own?
Australia must learn from Canada’s experience (which was following Australia’s original deal!) to create a sustainable model that supports both the news industry and the digital platforms on which they depend.

I’m not confident that there’s a match here… and so far the results are not encouraging.

This is what Trudie Mason and I discussed on CJAD 800 AM. Listen in right here.

Mitch Joel · Meta-morphosis – Can Australia Avoid A News Blackout?

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Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.