Facebook says the idea for adding Accelerated Mobile Pages and Apple News support to its Instant Articles toolkit came from frustrated publishers asking for an easier way to produce all three formats.
That rings true; format fragmentation is a growing burden for news publishers. But generating Accelerated Mobile Pages (AMPs) from Instant Articles seems like a strange answer to the wrong question. Instead of looking for incremental improvements to the underlying problem, publishers and platforms should revisit the premise that all of these formats are necessary in the first place. What if one distribution format could work across multiple platforms?
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