Facebook: Magazines should build apps, not their own social nets

In a not entirely surprising point of view, Facebook’s “chief revenue officer” has said magazine publishers shouldn’t bother building their own vertical social networking sites.

In a keynote interview at a Magazine Publishers of America conference last week, Owen Van Natta argued that magazine readers were already using Facebook and would not be migrating to magazine’s own smaller social networks.

Instead, magazines should take their brands to the existing audiences on social networks, by building Facebook applications, for example.

According to Folio, Van Natta said: “It’s a no-brainer. Sites like Facebook help magazines engage with their readers, get new readers attracted to your content and even create buzz about their events.”

Van Natta is expected to leave Facebook this month.

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