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Snapchat Is Now A Publisher

Discover is Snapchat's way to distribute content.

Posted on January 27, 2015, at 2:46 p.m. ET

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Snapchat is entering the content arena.

Today, the image messaging app announced that it is going to become a new kind of publisher. Publications such as National Geographic, CNN, Vice, and Yahoo, amongst many others, will be pushing content directly to your phone through Snapchat. The items will arrive through a new feature called Discover, where you can call up on-demand video about, well, just about anything from the looks of things.

The feature will order and refresh every 24 hours, and also throw advertising in the mix. "This is not social media," is how Snapchat is defining Discover. It views Discover as a distribution system — and with its proliferation on seemingly every under-25's smartphone in the world, it could prove to be an extremely effective one.

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