The Apple News service app gave publishers high hopes to acquire a continually-growing “high-quality audience,” according to Digday. A recent survey by the media group says otherwise. Seven publishers interviewed by Digday said monetization of the Apple News service remains slow.
“Ad revenue is bogged down by advertisers’ disinterest in the ad inventory that publishers are selling directly, and by remnant ad fill rates that many publishers describe as abysmal, even after a modest improvement to start the year, sources said. One source said their publication earned “low five-figures” every month from Apple News; another said they earned less than $1,000 per month,” according to an article by Digday.
When Digday reached out to Apple, they made no comment.
The article cites that publishers are having trouble selling their news inventory through the service.
“Three cited Apple News’s limited user targeting, which doesn’t allow the use of third-party data or IP addresses, as reasons for them being unable to sell a meaningful amount of ads on Apple News. A fourth source cited Apple News’s incompatibility with the publisher’s current sales strategy, which relies heavily on programmatic advertising, which Apple News prohibits, as a reason for seeing minimal ad revenue from the platform,” stated Digday in an article.
“That lack of overall progress in monetization has dulled the excitement many publishers once felt about Apple News. A survey Digiday conducted among publishers in Feb. 2018 found that nearly 30 percent of respondents said publishers should prioritize Apple News in the new year, beating out Twitter and Facebook and referral platforms such as Flipboard,” as cited from Digday’s article.
According to a report published by the Wall Street Journal Feb. 12, Apple would keep about half of the subscription service revenues. The subscription service would allow users to read an unlimited amount of content provided by participating media outlets for $10 per month, according to the report. The revenue that was left would be divided amongst publishers based on how much time was spent reading their content, according to The Wall Street Journal’s report.