My hypothesis is that the NYT is losing readers and advertising money to the "strange new class of media outlet" and would like its readers to cling to old media, where it's not strange and insane, but safe, gigantic by design, and subtle in its partisanship.
The article — written by John Herrman — is especially concerned about "political news and advocacy pages made specifically for Facebook... like Occupy Democrats; The Angry Patriot; US Chronicle; Addicting Info; RightAlerts; Being Liberal; Opposing Views; Fed-Up Americans; American News; and hundreds more"*:
Individually, these pages have meaningful audiences, but cumulatively, their audience is gigantic: tens of millions of people. On Facebook, they rival the reach of their better-funded counterparts in the political media, whether corporate giants like CNN or The New York Times, or openly ideological web operations like Breitbart or Mic. And unlike traditional media organizations, which have spent years trying to figure out how to lure readers out of the Facebook ecosystem and onto their sites, these new publishers are happy to live inside the world that Facebook has created. Their pages are accommodated but not actively courted by the company and are not a major part of its public messaging about media. But they are, perhaps, the purest expression of Facebook’s design and of the incentives coded into its algorithm — a system that has already reshaped the web and has now inherited, for better or for worse, a great deal of America’s political discourse.___________________________
*Just when the NYT is looking to reassure me of its comfortable normality, it unleashes a fistful of inexplicable semi-colons.