Lucia Moses writes Snapchat’s benefits to publishers still remain unproven, but that hasn’t stopped publishers from hiring Snapchat specialists to devise content strategies for the platform. While hiring specialists is a big investment, Moses writes that it is likely a necessary investment because existing content cannot be easily transferred to Snapchat. CNN’s head of social news Samantha Barry says: “Snapchat is a really, really bespoke platform for us. It’s not cut-and-paste. It’s more of a magazine edition.”