The New Yorker Offers Facebook Fans-Only Articles

Click the like button on The New Yorker's Facebook page to view exclusive fans-only content.

The New Yorker is best known for witty cartoons, scathing book reviews and ground-breaking fiction, but rarely for tech-savvy. That’s changing as the magazine offers its first article for Facebook fans only.

To see the article, Facebook users must like The New Yorker. The magazine is using a tactic called a reveal tab, which is a small application designed to reveal content only after the like button on a Facebook page is clicked.

This practice is used widely among retailers looking to rack up like counts, usually offering coupons or product discounts as the revealed content. The practice earns these companies a strong fan base and plenty of free, or nearly free, advertisement.

Media outlets have largely avoided the reveal tab tactic until now. The New Yorker is likely the first of many magazines and newspapers to offer exclusive, fan-only content. While some critics claim the reveal tab tactic forces Facebook users to promote a product, others simply see it as a way to offer something special to loyal customers, with extra publicity simply a bonus for the brand.

The New Yorker’s article is an enticing one, featuring the work of Pulitzer prize winning author Jonathan Franzen. According to the abstract on magazine’s website, the article, titled “Farther Away,” considers the place of Robinson Crusoe in the development of the novel, and recounts the authors’ feelings about his friend David Wallace’s suicide.

To see the article in its entirety, search for The New Yorker on Facebook, then click the “fans only” tab at the bottom of the tabs list on the left. The article will be available on Facebook for one week.

Is it worth clicking the like button to reach exclusive content? Do you feel manipulated by reveal tabs?

Publish date: April 12, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT