As major platforms send less traffic to publishers’ properties and distribution of their content becomes more challenging, publishers are increasingly looking to Apple’s news aggregation product, Apple News, to reach and engage new audiences.
Approaches vary for publishers attempting to generate revenue directly from readers. Some are posting all of their paywalled content to Apple News’ premium tier, Apple News Plus, and are satisfied with taking the cut of revenue that Apple gives them. But others are looking at Apple News primarily as a way to build direct audience connections by pushing readers toward newsletters and their owned and operated properties.
FlatPlan works with a range of major publishers to help distribute their content optimally via Apple News. The company’s chief executive, Kieran Delaney, says publishers are paying closer attention to the platform.
“We're seeing an uptick in interest from publications that haven't delivered to Apple News in the past, and also publications that have been delivering to Apple News but suspect they could be doing so to a higher quality,” he said.