The Media Reckoning is Here: Facebook Rolls Out Its Direct Publishing Experiment

The reckoning is here.
For a couple of years now, online publishers have enjoyed an influx of readers from Facebook. That traffic has helped boost upstarts like BuzzFeed and the Huffington Post, legacy outlets like Fox News and NBC, and even helped fuel sites that have come out of nowhere to challenge them both.
The good times continued to roll, but something didn't seem quite right. Facebook was providing publishers with valuable eyeballs for essentially nothing.