Publishers let Facebook host their articles.
This program will grow, tho I doubt it will ever include research articles from scholarly journals. But I'm curious: Would any non-OA scholarly publishers take this deal, if it were on offer? What if the offer were from a less hated, but also less populous social network?
: "After months of rumors, Facebook today unveiled “Instant Articles”, a program that natively hosts publishers’ content in its app’s News Feed so users don’t have to click out and wait for websites to load. Instant Articles debuts today with rich-media stories from The New York Times, BuzzFeed, National Geographic, and six other outlets that will be globally visible from Facebook’s iPhone app....Assuaging publishers’ fears that Facebook would keep all the data, the social network will share analytics....Ads can appear inside Instant Articles, with publishers keeping 100% of revenue if they sell them, and Facebook keeps its standard 30% if it sells the ads....Instant Articles won’t receive preferential treatment from Facebook’s News Feed sorting algorithm just because of their format. But if users click, like, comment, and share Instant Articles more often than others, they may show up higher and more frequently in feed like any piece of popular content. That could incentivize, or implicitly force, more publishers to adopt the new hosted format...."