Facebook is already a vital traffic source for publishers looking to reach an increasingly fragmented audience, but the social media giant is now in talks with major media companies to host their content inside Facebook, rather than requiring users to visit an external site. The move would improve user experiences by making content consumption more seamless, but would need to benefit both publishers and Facebook to be enacted. “It's a scary proposition because publishers want to control their brand, and their audience and their advertising dollars,” said Alan D. Mutter, a newspaper consultant.
