Will Apple News finally generate meaningful revenue for publishers?
Will Apple News finally generate meaningful revenue for publishers?PLUS: A legendary sports journalist gets her due.Welcome! I'm Simon Owens and this is my media industry newsletter. If you've received it, then you either subscribed or someone forwarded it to you. If you fit into the latter camp and want to subscribe, then you can click on this handy little button: Let’s jump into it… Will Apple News finally produce meaningful revenue for publishers?Axios reports that Apple News has entered into an exclusive ad partnership deal with Taboola:
Apple News has a pretty massive user base — on account of its integration into over a billion iOS devices — but it’s always underperformed from a monetization perspective, especially on its advertising side. This is mostly due to Apple’s long-held distaste for advertising. A few years ago it outsourced its ad sales to NBC, but I doubt much came of that arrangement. Taboola always gets a bad wrap — mostly because it’s allowed in low-quality advertisers that engage in clickbait ad arbitrage — but I’ve long thought it’s underrated as a native ad tool. Longtime readers of this newsletter know that I’ve advocated for the publishing industry to embrace self-service native advertising because it provides much better engagement than display ads, and Taboola is the most scalable platform that specializes in sponsored content. According to that Axios piece, the company is already generating $1.4 billion in annual revenue, and this association with Apple will likely supercharge its reach and sales. So what does this mean for the publishers that have partnered with Apple News? Hopefully it results in a more meaningful revenue share. Historically, publishers have mostly viewed the free version of Apple News as a marketing tool to drive readers back to their owned and operated websites so they can be monetized more effectively. But if Taboola does succeed at increasing the platform’s ad revenue, then publishers might find themselves with a new meaningful revenue source. And then there’s Apple News+ — the paid version that grants customers access to longform magazine content. Apple hasn’t broken out specific subscription numbers for the service, but anecdotal reporting indicates the product is continuing to grow and produce larger and larger payouts. It’s not inconceivable that Apple could emerge as the most important tech platform for the publishing industry. Conde Nast’s innovative ecommerce strategySeveral Conde Nast titles developed their own annual product awards, which they monetize with affiliate links. The brands who win these awards will then tout them in their own marketing:
Obviously, the ecommerce space has become extremely saturated in recent years as thousands of publishers moved in to snatch up the low hanging fruit. Conde Nast’s innovative approach allows it to differentiate its content from all the low-quality product roundups that every website is now pumping out. How AI is accelerating the production of content spamThe Verge published a good piece detailing how some of the largest media outlets in the world are licensing articles from a company that runs a massive AI spam operation:
I think what’s so maddening about this type of stuff is the brazen laziness of it. At the end of the day, what attracts people to AI-written content is it offers the possibility of scaling up an entire media operation without actually putting in the work. Never mind the threat it poses to human content creators; what frustrates me is that the internet is constantly clogged with shit because there will always be a subset of human beings who want to cut corners. The fact that these schemes almost always fail is beside the point, since there will always be a new wave of lazy shitheads to replace them. How Jared Newman built Cord Cutter Weekly, a TV streaming newsletter with 32,000 subscribersWhen Jared Newman launched his Cord Cutter Weekly newsletter back in 2016, the streaming TV market was much smaller than it is today, with most TV networks either not having their own streaming app or requiring a cable subscription to access it. But as it turned out, he timed his launch perfectly, as it was only a matter of years before virtually every Hollywood studio pivoted to streaming. Today, his newsletter has over 32,000 subscribers, and a spinoff newsletter that gives tech advice has also grown to 1,200 paying members. In a recent interview, he discussed his motivation for launching the newsletter, why his editor let him promote it at the end of his columns, and whether he ever wants to leave his freelance career entirely to just focus on growing his two newsletters:
The nostalgic resilience of MetafilterMetafilter just turned 25, and Wired reminisced over how it managed to reject the trappings of the modern web:
Metafilter wasn't just an OG blog, its community features were later replicated on much larger platforms like Reddit and Quora. But Metafilter itself never had ambitions for massive scale, hence why it still serves as a sort of time capsule for the 2000s internet. Writer-owned cooperatives provide an opportunity for laid-off journalistsBack in February, the public radio station WAMU abruptly shut down DCist, a local blog the station had acquired several years before. This week, several staffers who were laid off as a result of the closing launched their own media outlet:
The main difference between this new outlet and those other worker-owned cooperatives is that it’ll be operated as a non-profit — likely because the staff wants to avoid erecting paywalls to generate revenue. The nonprofit status will make it easier for them to solicit donations and also apply for larger grants. I’m a big fan of writer cooperatives, especially when they’re launched by laid-off journalists. Building a sustainable media business by yourself requires a lot of runway, but a group of writers working together can scale up an audience much more quickly. This new outlet, for instance, has already managed to raise $84,000 in donations in less than 24 hours after launch. That’s the kind of momentum you get when working as a team. A legendary sports journalist gets her dueThe Long Lead published a fantastic profile of one of the first women to break into prestige sports journalism:
I’m looking for more media entrepreneurs to feature on my newsletter and podcastOne of the things I really pride myself on is that I don’t just focus this newsletter on covering the handful of mainstream media companies that every other industry outlet features. Instead, I go the extra mile to find and interview media entrepreneurs who have been quietly killing it behind the scenes. In most cases, the operators I feature have completely bootstrapped their outlets. In that vein, I’m looking for even more entrepreneurs to feature. Specifically, I’m looking for people succeeding in these areas:
Interested in speaking to me? You can find my contact info over here. (please don’t simply hit reply to this newsletter because that’ll go to a different email address. ) Want a daily dose of media industry news?I only send this newsletter out twice a week, but I curate industry news on a daily basis. Follow me on one of these social platforms if you want your daily fix: You're currently a free subscriber to Simon Owens's Media Newsletter. For the full experience, upgrade your subscription. |
Older messages
The next generation of media companies won’t behave like media companies
Friday, July 12, 2024
PLUS: CNN needs to pivot away from punditry. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
How Local News Now built its loyal audience
Thursday, July 11, 2024
Probably the chief worry right now in the media industry is how publishers will survive as large platforms like Google and Facebook continue to send less and less traffic, but Scott Brodbeck doesn'
Is Substack becoming a hotbed of local news experimentation?
Wednesday, July 10, 2024
PLUS: The alluring simplicity of the “lifetime” subscription ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
The declining need for commoditized content
Friday, June 28, 2024
PLUS: How influential is the Vogue brand? ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
How Jared Newman built Cord Cutter Weekly, a TV streaming newsletter with 32,000 subscribers
Thursday, June 27, 2024
A spinoff newsletter that gives tech advice has also grown to 1200 paying members. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
You Might Also Like
Holiday Briefing: A day to celebrate
Tuesday, December 24, 2024
A special edition for a special day. View in browser|nytimes.com Ad Morning Briefing: Asia Pacific Edition December 25, 2024 Natasha Frost headshot Gaya Gupta headshot By Natasha Frost and Gaya Gupta
Here’s how we do it.
Tuesday, December 24, 2024
How did our work reach millions of eyes and ears in 2024? It's because we follow the money to find the real story behind breaking news.
☕ You’re missing out
Tuesday, December 24, 2024
CMOs on overlooked marketing trends and opportunities. December 24, 2024 View Online | Sign Up Marketing Brew 'Twas the night before Christmas, and all through the house, not a creature was
☕ From bad to purse
Tuesday, December 24, 2024
Luxury handbag or empty box? December 24, 2024 View Online | Sign Up Retail Brew It's Tuesday, December 24, and you know what that means: Valentine's Day is right around the corner. You should
Memory Missing
Tuesday, December 24, 2024
The Colour Of Memory // Missing Links In American History Textbooks Memory Missing By Kaamya Sharma • 24 Dec 2024 View in browser View in browser The Colour Of Memory Grace Linden | Public Domain
Thank you. For everything. And see you in 2025.
Tuesday, December 24, 2024
Our end-of-year note, and some fun updates on what's coming. Thank you. For everything. And see you in 2025. Our end-of-year note, and some fun updates on what's coming. By Isaac Saul • 24 Dec
Science faves: Yours and ours
Tuesday, December 24, 2024
A year of discoveries and satisfying curiosity
🦇 It Was Always ‘Nosferatu’
Tuesday, December 24, 2024
Plus: We count down the 10 best RPGs of 2024. Inverse Daily Director Robert Eggers reveals why his remake of FW Murnau's vampire classic has been such a longtime passion project for him. Focus
The very best tinned fish
Tuesday, December 24, 2024
And more great last-minute gifts you can get at the grocery store View in browser Ad The Recommendation December 24, 2024 Ad Tinned fish we love Michael Murtaugh/NYT Wirecutter; food styling by Maggie
When News Broke In 2025, We Were There
Tuesday, December 24, 2024
While The Lever team is on holiday break, we're offering subscribers a selection of our best reporting this year. Scenes from disasters covered by The Lever. (Rockdale County Government/AP Photos/