{"id":45773,"date":"2025-08-07T07:33:00","date_gmt":"2025-08-07T11:33:00","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=45773"},"modified":"2025-08-07T10:02:08","modified_gmt":"2025-08-07T14:02:08","slug":"inside-3-premium-publishers-apple-news-strategies","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2025\/08\/07\/inside-3-premium-publishers-apple-news-strategies\/","title":{"rendered":"Inside 3 premium publishers\u2019 Apple News strategies"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F07%2Finside-3-premium-publishers-apple-news-strategies%2F&text=Inside%203%20premium%20publishers%E2%80%99%20Apple%20News%20strategies&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F07%2Finside-3-premium-publishers-apple-news-strategies%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Inside%203%20premium%20publishers%E2%80%99%20Apple%20News%20strategies https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F07%2Finside-3-premium-publishers-apple-news-strategies%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>Between changes to Google search, the evolution of AI queries and algorithmically-driven social feeds, finding new audiences is harder than ever for publishers.<\/p>\n\n\n\n<p>Apple News offers something many of the other tech and social platforms don\u2019t: a highly-engaged, quality audience keen to read. But publishers have been burned badly by platforms in the past. Many are cautious about crafting strategies specifically for yet another channel.<\/p>\n\n\n\n<p>The dilemma is more acute for publishers with membership and subscription strategies. Balancing free and paywalled content can be challenging enough, before considering Apple\u2019s own paid News+ offering.<\/p>\n\n\n\n<p>Here\u2019s how Scientific American, STAT News and Outside Inc. approach Apple News, from which content to publish to the next steps they encourage readers to take.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reaching-new-audiences\">Reaching new audiences<\/h2>\n\n\n\n<p>\u201cThe big challenge for us, and for every publisher right now, is finding your audience and reaching people,\u201d said David Ewalt, Editor in Chief of Springer Nature title Scientific American. He specifically pointed to\u00a0 Google\u2019s increasing<a href=\"https:\/\/digitalcontentnext.org\/blog\/2025\/07\/31\/direct-audience-engagement-is-key-to-surviving-google-zero\/\" target=\"_blank\" rel=\"noreferrer noopener\"> \u2018zero click\u2019 searches<\/a> and AI summaries as causing a drop-off in new audiences. The primary advantage of publishing to Apple News, as compared with prioritizing discovery on other platforms, is the high intent of users who come to the app. \u201cAggregators like Apple News are incredibly useful in reaching new people, especially people who are passionate about reading,\u201d says Ewalt.<\/p>\n\n\n\n<p>Apple News is also seen primarily as a top-of-funnel acquisition source by Outside Inc., which publishes outdoor brands covering everything from climbing and skiing to backpacking and mountain biking. Chief Media Officer Heather Dietrick explained that the platform offers a more generalist audience than those who find them via Google search, and one more willing to spend time. \u201cThey\u2019re definitely willing to stick around and read our long-form pieces, they have a big hunger for those,\u201d she noted.<\/p>\n\n\n\n<p>Health and medical publication STAT News, produced by Boston Globe Media, also sees Apple News as an exposure opportunity.&nbsp; \u201cThe way we envision Apple News from a STAT lens is that it is very much top-of-funnel brand awareness,\u201d explained Engagement Editor Alexander Spinelli. \u201cBut I like to think that any person could end up being a paid subscriber.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-paywall-debate-on-platform\">The paywall debate\u2026on platform<\/h2>\n\n\n\n<p>For each of these publishers, deciding what to offer across Apple News for free and their own sites is a careful balancing act. To complicate the strategy further, publishers can also put content behind Apple\u2019s own premium offering, Apple News+. While publishers are circumspect on the subject, it can be a direct revenue generator as Apple shares revenue based on a reader\u2019s engaged minutes with a publisher.&nbsp;<\/p>\n\n\n\n<p>For Outside Inc., this is an opportunity to showcase longform content. \u201cWe\u2019re constantly looking at the data, seeing what the audience is responsive to, seeing what is more scarce on the platform,\u201d Dietrick said. She explained that they are very flexible when it comes to what they publish across News and News+, depending on demand.<\/p>\n\n\n\n<p>Despite having a registration wall and metered paywall on the website, Scientific American publishes the majority of its stories to Apple News. Ewalt said that this was because the priority for the platform is to get people exposed to SciAm\u2019s stories, rather than as a conversion tool in itself.&nbsp;<\/p>\n\n\n\n<p>STAT has clearer dividing lines. As a B2P \u2013 business-to-professional \u2013 publication, they keep more specialized content to the website. \u201cWe\u2019re really succinct about what we choose to be free versus [paywalled],\u201d Spinelli outlined. \u201cA lot of [articles] that are public health related\u2026which we feel the masses need to know will be free. That\u2019s what ends up going to Apple.\u201d&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"603\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-1024x603.png\" alt=\"\" class=\"wp-image-45777\" style=\"width:402px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-1024x603.png 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-300x177.png 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-768x452.png 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-1536x905.png 1536w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/STATpremiumPlus-2048x1207.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>This suits STAT well as the Apple News audience is more generalized. But this also means they don\u2019t publish to Apple News+. Spinelli said that they would prefer to nurture paying subscribers themselves than manage that relationship through a platform. \u201cOur [premium] Plus model is so specific to our subscribers that we didn\u2019t want to offer it anywhere else,\u201d he explained. \u201cWe really nurture our Plus subscribers\u2026it\u2019s a really robust offering.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-an-edition-based-approach\">An edition-based approach<\/h3>\n\n\n\n<p>One strategy which has proved successful for Outside Inc. is publishing \u201cmini magazines\u201d to Apple News+. The publication puts out a print magazine, Outside Magazine, which comes out four times a year. But they keep an eye on traffic and trends for the Apple audience.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"739\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews-1024x739.jpg\" alt=\"\" class=\"wp-image-45778\" style=\"width:401px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews-1024x739.jpg 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews-300x216.jpg 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews-768x554.jpg 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews-1536x1108.jpg 1536w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/OutsideAppleNews.jpg 2003w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>\u201cOften, we\u2019ll package up content when we see that a particular topic is really drawing interest,\u201d Dietrick shared. \u201cWe\u2019ll surround that topic in a 360 way, package up content and make a mini magazine from it.\u201d<\/p>\n\n\n\n<p>This content can come from across any of Outside\u2019s brands. It\u2019s then pulled together into a bundle, and repackaged for Apple News+. \u201cReaders get deep into a category,\u201d said Dietrick. \u201cThey spend longer with it and consume more stories per session.\u201d<\/p>\n\n\n\n<p>As well as mini magazines, Outside also promotes guides created for other channels to Apple News+ as a magazine. Their Summer 2025 Gear Guide brings together reviews of over 800 products across their brands. This also allows the publisher to drive additional revenue with affiliate links.<\/p>\n\n\n\n<p>\u201cApple has recently been prioritizing affiliate stories\u2026so we\u2019re giving them more affiliate content,\u201d Dietrick said, explaining that reviews are already a key pillar for Outside Inc. \u201cIt\u2019s already content that we\u2019re creating for other referral sources and our sites, so we\u2019re not creating anything extra for them &#8230; its great that Apple\u2019s strategy aligns with ours.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-encouraging-further-engagement\">Encouraging further engagement<\/h3>\n\n\n\n<p>All three publishers make use of call-to-action [CTA] boxes in Apple News articles. Scientific American prioritize directing readers to content on their own site. \u201cI\u2019s a good way to get users back into our ecosystem and start showing them some subscription notices,\u201d Ewalt noted.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"282\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-1024x282.jpg\" alt=\"\" class=\"wp-image-45779\" style=\"width:693px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-1024x282.jpg 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-300x83.jpg 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-768x212.jpg 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-1536x423.jpg 1536w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/08\/SciAM-2048x564.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>By contrast, STAT are heavily focused on driving newsletter sign-ups. \u201cWe have a great offering of free newsletters, and if people are enjoying our free content, they\u2019re more than likely going to enjoy our flagship newsletter,\u201d Spinelli outlined.&nbsp;<\/p>\n\n\n\n<p>STAT reappraised their CTA strategy at the end of last year, bringing in technology partners such as FlatPlan to manage more flexible and UX-friendly boxes. This has proved fruitful, with the team now able to experiment, track and measure what is working. \u201cAny time we have a story now, we\u2019re getting new [newsletter] subscribers, whether that\u2019s five, or fifteen, or 20. Every new subscriber helps,\u201d said Spinelli.<\/p>\n\n\n\n<p>They chose to focus on newsletter sign-ups because they didn\u2019t want to overwhelm users, as Spinelli explained: \u201cWe pick and choose where we focus our efforts [in Apple News], and then the second they get back to our site, they\u2019ll get to see all the offerings and other things that we do.\u201d<\/p>\n\n\n\n<p>Outside Inc have a variety of strategies for Apple News CTAs depending on whether a user is known or new. \u201cWe\u2019re always thinking about the signals that readers give us to say where they are in their own activity journey so we can figure out what we should put in front of them,\u201d said Dietrick. She explained that new users are encouraged to read more from Outside\u2019s channels. Known users are encouraged to sign up for newsletters or read more tailored recommended content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-opportunities-and-limitations\">Opportunities and limitations<\/h3>\n\n\n\n<p>For publishers who have a clear understanding of Apple News\u2019 place and potential in a subscriber funnel, it can be a powerful tool. Scientific American\u2019s Ewalt emphasised the high-quality nature of the users. \u201cThe Apple audience is a great audience for us. It tends to be the kind of consumers who are going to read our content and subscribe to the magazine,\u201d he said.<\/p>\n\n\n\n<p>Outside\u2019s Dietrick emphasised that a successful Apple News strategy ultimately comes down to a partnership between audience development and editorial teams. \u201cYou need to have people who are looking at the data, seeing what\u2019s working, being willing to make tweaks to it, and not have it drive any editorial decisions, but just shape what content you want to put in front of this audience,\u201d she added.<\/p>\n\n\n\n<p>All three acknowledged the limitations of longer-term Apple News strategies. Ultimately, if Apple\u2019s priorities change, these traffic and revenue sources could easily fall away.&nbsp;<\/p>\n\n\n\n<p>STAT\u2019s Spinelli has a more pragmatic take. \u201cThe majority of mobile users in the world have this device that prompts them with this immediate access to information,\u201d he said. \u201cI realized that if I get a million page views on a story on Apple but only get one paid subscriber, a million people just saw STAT\u2019s reporting and STAT\u2019s journalism.\u201d<\/p>\n\n\n\n<p>\u201c[Hopefully] you\u2019re going to want to come back to us, maybe it\u2019s not the first, or second, or the fourth or the 10th time, but that\u2019s the funnel process. 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Apple News offers something many of the&#8230;<\/p>\n","protected":false},"author":3338,"featured_media":45781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5015,3041,11],"tags":[12],"coauthors":[3564],"class_list":["post-45773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiences","category-featured-post","category-revenue","tag-subscriptions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Inside 3 premium publishers\u2019 Apple News strategies - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Discover how premium publishers are strategically using Apple News to grow audiences\u2014without ceding control of their subscriber 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