Facebook's Reach Generator tool will let marketers buy more reach with prices set according to the size of their fan base, Cotton Delo writes. The paid-ad tool could improve reach to 75%, Facebook says, compared with about 16% of fans who now see brands' organic content. "Many [clients] have spent significant sums to generate these fan bases, and many of them thought of those people as though they're an owned asset, almost like an email list ... but now it looks like rented media," PHD USA's Craig Atkinson says.

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