Apple News is quickly becoming a significant source of traffic for web publishers.
Now that Apple is giving publishers more ad sales control, the hope is that revenue from the app surges.
Ironically, Apple’s closed off nature and anti-data stance are proving attractive to many in the media and ad industry wary of Facebook’s recent problems.
Many web publishers have been jilted by Facebook. Now they are quickly falling hard for Apple News. They just hope that this new love leads to new revenue.
After a shaky start which led many in the media world to doubt whether Apple was serious about the product (the Wall Street Journal reported in 2016 that neither publishers nor Apple execs were sure how big their Apple News audiences were), a slew of top web publishers are enjoying significant traffic spikes from the news aggregation app.
Vice’s traffic via Apple News more than doubled in the last year, according to people familiar with the matter.
Meredith has seen 122% yearly growth in unique visitors reaching its properties via Apple News, and a 327% overall growth in pages consumed.
Vox has enjoyed sizable traffic from Apple News as well, The Information reported.
One source said that 17% of the Apple News audience visits every day.
Some individual stories have generated half of their traffic from Apple News.
“The awareness for Apple News is still building, for consumers and advertisers,” said Trevor Fellows, NBCUniversal’s executive vice president, digital sales and strategy. NBCUniversal inked a deal to sell Apple News ad space in 2016.
“But the traffic growth we’ve seen is really strong. One thing we’ve learned is that once people start using the app they use it all the time.”
And now that Apple is ramping up publishers’ ability to make money from ads on Apple News, there’s growing hope that a solid new revenue stream may be emerging just when publishers need it.
There are a few theories as to why Apple News is suddenly a favorite among consumers and publishers:
While the early experience for web publishers was not great (many complained about limited data from Apple and little in the way of customer service), now media execs say the opposite is true. Apple seems to care about the media business, and it provides publishers with hands on help.
“They seem to be committed to this,” said Meredith Digital president Stan Pavlovsky. “They did a roadshow and the senior …read more
Source:: Business Insider