But this isn’t a new problem. Though it may be an understatement now to say that Google and Facebook control media distribution, their dominance didn’t come out of nowhere. Legacy newspaper CEOs didn’t wake up in 2016 and suddenly realize their Facebook strategy just wasn’t cutting it. Publishers have long bemoaned the opaque world of Facebook’s ever-changing news feed algorithm, and they’ve been striving even longer to figure out the best SEO methods behind that perfect Google hit. The history of media in the 2010s will surely be rife with stories of news organizations trying to follow the digital tide, often to the detriment of their own journalism.