Monday, November 7, 2016

Over 100 pro-Trump websites are based in a small Macedonian town

“This is the news of the millennium!” said the story on WorldPoliticus.com. Citing unnamed FBI sources, it claimed Hillary Clinton will be indicted in 2017 for crimes related to her email scandal.

“Your Prayers Have Been Answered,” declared the headline.

For Trump supporters, that certainly seemed to be the case. They helped the baseless story generate over 140,000 shares, reactions, and comments on Facebook.

Meanwhile, roughly 6,000 miles away in a small town in the former Yugoslav Republic of Macedonia, a young man watched as money began trickling into his Google AdSense account.

Over the past year, the Macedonian town of Veles (population 45,000) has experienced a digital gold rush as locals launched at least 140 US politics websites. These sites have American-sounding domain names such as WorldPoliticus.com, TrumpVision365.com, USConservativeToday.com, DonaldTrumpNews.co, and USADailyPolitics.com. They almost all publish aggressively pro-Trump content aimed at conservatives and Trump supporters in the US.

The young Macedonians who run these sites say they don’t care about Donald Trump. They are responding to straightforward economic incentives: As Facebook regularly reveals in earnings reports, a US Facebook user is worth about four times a user outside the US. The fraction-of-a-penny-per-click of US display advertising — a declining market for American publishers — goes a long way in Veles. Several teens and young men who run these sites told BuzzFeed News that they learned the best way to generate traffic is to get their politics stories to spread on Facebook — and the best way to generate shares on Facebook is to publish sensationalist and often false content that caters to Trump supporters. ...

“Yes, the info in the blogs is bad, false, and misleading but the rationale is that ‘if it gets the people to click on it and engage, then use it,’” said a university student in Veles who started a US politics site, and who agreed to speak on the condition that BuzzFeed News not use his name. ...

Earlier in the year, some in Veles experimented with left-leaning or pro–Bernie Sanders content, but nothing performed as well on Facebook as Trump content. ...

BuzzFeed News’ research also found that the most successful stories from these sites were nearly all false or misleading.
--Craig Silverman, BuzzFeed, on supply rising to meet demand. HT: Tyler Cowen