Facebook has launched the Facebook Journalism Project, an initiative meant to “establish stronger ties” with the news world.

The social network wants to build new tools that draw in audiences and drive engagement with news content.

Details of the project include a commitment to work with news publishers on product development; a project aimed at supporting local news; and offering CrowdTangle, the Facebook analytics startup it recently acquired, for free to Facebook publishers.

Facebook also said it will be “exploring ad breaks in regular videos” and will share the money with the publishers.

“We’ve been working on this for a long time. Our media partners want a deeper engagement, not just at a business level, but a product/engineering level,” said Fidji Simo, Facebook’s director of product, who is leading the project.

“We are making sure that journalism thrives as part of the ‘inform’ axis.”

“We are not a traditional media company and we are not a traditional tech company,” she added.

“We build technology that helps people connect and be informed. This means working well with the news industry.”

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