Inside Facebook's Menlo Park headquarters, the arrival of Instant Articles in the spring of 2015 was presented as a cause for celebration. Talking with reporters, executives described the fast-loading, natively hosted articles as a promising new creative format. A suite of publishing tools incubated in Facebook's now-defunct newsreading app Paper would find their way to Instant Articles, executives said, evolving the news posts shared on Facebook into immersive multimedia experiences.
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