Publishers warily test the waters with chat apps

Despite the fact that mobile chat apps like Whatsapp and Snapchat are consuming more of our attention, most content companies have yet to figure out a strategy for these apps. At present, there isn't an immediate hope of a return on investment. Chat apps are a source of "dark traffic": Analytics software can't detect whether they're driving much traffic. Still, the tides are slowly shifting. One of the few publishers that are forging ahead nonetheless is The Wall Street Journal, which has more than 400,000 followers of its Line account and 300,000 followers on WeChat.  Read more from Digiday.

Reader's Corner contains, from time to time, links that require registration on another site. Registration rules and requirements are established by the host site and participation by eBulletin readers is entirely voluntary. Articles cited here do not necessarily reflect the opinions of SNPA or its Board of Directors. Links refer the reader to the source material.