{"id":46924,"date":"2026-03-09T07:24:00","date_gmt":"2026-03-09T11:24:00","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=46924"},"modified":"2026-03-03T11:47:44","modified_gmt":"2026-03-03T16:47:44","slug":"retention-over-reach-the-strategic-reset-behind-publisher-apps","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2026\/03\/09\/retention-over-reach-the-strategic-reset-behind-publisher-apps\/","title":{"rendered":"Retention over reach: the strategic reset behind publisher apps"},"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%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%2F&text=Retention%20over%20reach%3A%20the%20strategic%20reset%20behind%20publisher%20apps&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%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%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=Retention%20over%20reach%3A%20the%20strategic%20reset%20behind%20publisher%20apps https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%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>Is this round two of apps?<\/p>\n\n\n\n<p>That was the question Jonny Kaldor, CEO of <a href=\"https:\/\/partners.arcxp.com\/partners\/pugpig\" target=\"_blank\" rel=\"noreferrer noopener\">Pugpig,<\/a> posed on stage at <a href=\"https:\/\/hubs.la\/Q044YCRg0\" target=\"_blank\" rel=\"noreferrer noopener\">Arc XP Connect NYC.<\/a><\/p>\n\n\n\n<p>After years dominated by platform distribution, algorithmic volatility, and pageview economics, publishers are once again sharpening their focus on direct relationships. In that recalibration, the mobile app is stepping back into the spotlight, not as a companion product, but as a core offering.<\/p>\n\n\n\n<p>On stage with Kaldor were Ariscielle Novicio, CTO &amp; SVP of Product &amp; Digital Strategy of the New York Post, Kathy Colafemina, VP of Program Management of The Boston Globe, and James Cooney, VP of Product Engineering of Cond\u00e9 Nast. Their organizations differ widely in brand, audience, and business model. Yet one theme surfaced repeatedly: apps may represent a smaller slice of total reach, but they consistently deliver the most engaged, most loyal, and often the most valuable users.<\/p>\n\n\n\n<p>Here\u2019s what that shift means for publishers thinking seriously about mobile strategy in 2026 and beyond.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-most-engaged-audience-is-already-there\"><a><\/a><strong>The most engaged audience is already there<\/strong><\/h2>\n\n\n\n<p>Novicio was unequivocal about the value of the New York Post\u2019s app users: \u201cThe most engaged users that we have \u2014 and we know this from a lot of research and studies \u2014 is with our app.\u201d<\/p>\n\n\n\n<p>These readers don\u2019t just visit. They return multiple times a day. \u201cI\u2019m actually really impressed at how often they come,\u201d she added.<\/p>\n\n\n\n<p>Cooney described a similar pattern at Cond\u00e9 Nast. While apps are not the primary scale driver across its portfolio, \u201cthey\u2019re the most engaged audience and they\u2019re paying audiences\u201d on key brands. The Vogue app in particular delivers standout engagement levels.<\/p>\n\n\n\n<p>The takeaway isn\u2019t that apps replace the web. The web remains essential for scale and discovery. But when it comes to direct, habitual relationships, the app environment performs differently.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-retention-is-the-core-function\"><a><\/a><strong>Retention is the core function<\/strong><\/h2>\n\n\n\n<p>When asked whether apps are retention or acquisition tools, Cooney was direct: \u201cIt\u2019s a retention tool.\u201d That clarity shapes how success is measured. At Cond\u00e9 Nast, repeat usage over time is a leading signal. If a user becomes a multi-times-per-month visitor into month three, churn likelihood drops significantly.<\/p>\n\n\n\n<p>Retention isn\u2019t measured by downloads alone. Teams look at weekly users, DAU\/MAU ratios, and sustained engagement across months. Habituation is the goal.<\/p>\n\n\n\n<p>The Boston Globe\u2019s strategy reinforces this approach. Colafemina explained that the Globe rebuilt its app in 2024 specifically as a retention product. It is embedded into subscriber onboarding immediately after purchase, making the app part of the reader\u2019s daily routine from the start. Today, more than 40% of Globe subscribers access content through the app.<\/p>\n\n\n\n<p>For them, the app is a mechanism for reinforcing loyalty from day one.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-from-chasing-pageviews-to-building-depth\"><a><\/a><strong>From chasing pageviews to building depth<\/strong><\/h2>\n\n\n\n<p>The <a href=\"https:\/\/digitalcontentnext.org\/blog\/2025\/09\/11\/can-apps-help-publishers-overcome-google-zero\/\">renewed focus on apps<\/a> reflects a broader strategic shift.<\/p>\n\n\n\n<p>\u201cIn earlier discussions, we were chasing page views,\u201d Novicio said. \u201cNow we still want to maintain scale, but we\u2019re focused on future-proofing the business by building for loyalty and depth.\u201d<\/p>\n\n\n\n<p>That evolution has shifted product priorities within the app experience. Instead of optimizing primarily for raw reach, the team now looks closely at engagement metrics such as daily active sessions per user, repeat visits per day, and screen views per session. As Novicio explained, the focus is on how often people return each day and how deeply they engage once they\u2019re there.<\/p>\n\n\n\n<p>While depth can be more difficult to earn than traffic, it\u2019s also more durable once established.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-monetization-is-catching-up-to-engagement\"><a><\/a><strong>Monetization is catching up to engagement<\/strong><\/h2>\n\n\n\n<p>Historically, apps were framed primarily as subscription vehicles. Advertising often lagged behind web performance. But that is changing.<\/p>\n\n\n\n<p>At the New York Post, Novicio described plans for premium areas within the app dedicated to direct sales and high-value sponsorships, alongside expanded e-commerce integration. \u201cI\u2019m focused on the CPMs,\u201d she said, underscoring the importance of monetization and her own goal of achieving web and app CPM parity. Investments in data infrastructure are enabling stronger signal delivery across all audience types. \u201cWe\u2019re applying that to 100% of the audience that comes to us,\u201d Novicio explained, referencing anonymous, registered, and opted-in users alike.<\/p>\n\n\n\n<p>At Cond\u00e9 Nast, advertising conversations are similarly accelerating. Rather than replicating every piece of web-based ad logic inside native apps, Cooney described a more focused approach: start with advertiser use cases and design purpose-built solutions.<\/p>\n\n\n\n<p>There is also a competitive lens. Internal comparisons increasingly point to app-first platforms like TikTok and Instagram. Advertisers expect immersive, high-quality environments. Publisher apps must meet that experiential standard while preserving editorial integrity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-exclusivity-drives-action\"><a><\/a><strong>Exclusivity drives action<\/strong><\/h2>\n\n\n\n<p>While retention remains the primary function, apps can generate acquisition spikes when they host exclusive experiences.<\/p>\n\n\n\n<p>Cooney pointed to Vogue\u2019s app-only Nicki Minaj group chat as an example. The interactive event was accessible solely inside the app and became \u201cone of the biggest single day drivers of downloads and new starts that we had had.\u201d<\/p>\n\n\n\n<p>Exclusivity created urgency and urgency drove downloads.<\/p>\n\n\n\n<p>The lesson isn\u2019t about locking content behind arbitrary walls. It\u2019s about designing experiences that feel inherently mobile, and valuable enough to justify the download.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-competing-on-experience-not-volume\"><a><\/a><strong>Competing on experience, not volume<\/strong><\/h2>\n\n\n\n<p>Vertical video and swipe-based storytelling also surfaced as key areas of experimentation. Publishers recognize they cannot match the output scale of social platforms. The objective is different.<\/p>\n\n\n\n<p>\u201cWe\u2019re trying to compete in the sexiness of the experience,\u201d Novicio said. \u201cBut as far as content, we still truly want to be ourselves.\u201d<\/p>\n\n\n\n<p>That means adopting intuitive interaction patterns \u2014 seamless swiping, strong visual storytelling, easy sharing \u2014 without sacrificing brand voice.<\/p>\n\n\n\n<p>That is something apps offer that social platforms cannot: full control over the environment, the data, and the relationship.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-strategic-reset\"><a><\/a><strong>A strategic reset<\/strong><\/h2>\n\n\n\n<p>So, is this round two of apps?<\/p>\n\n\n\n<p>In many ways, yes. But it is not a repeat of 2010 enthusiasm. It is a more disciplined, data-informed reset.<\/p>\n\n\n\n<p>The web will continue to play a critical role in driving reach, and social platforms will play a role in discovery. What emerged from this conversation, however, is that the app holds a distinct and increasingly strategic position within that ecosystem. As Novicio, Colafemina, and Cooney underscored, the app environment is uniquely suited to cultivating habit, strengthening loyalty, and generating monetizable engagement within a publisher\u2019s own infrastructure.<\/p>\n\n\n\n<p>For publishers shaping their mobile strategy in 2026 and beyond, the conversation has moved forward. The real opportunity lies in building apps with clear purpose, cross-functional alignment, and a long-term view of audience value.<\/p>\n<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%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%2F&text=Retention%20over%20reach%3A%20the%20strategic%20reset%20behind%20publisher%20apps&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%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%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=Retention%20over%20reach%3A%20the%20strategic%20reset%20behind%20publisher%20apps https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2026%2F03%2F09%2Fretention-over-reach-the-strategic-reset-behind-publisher-apps%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>","protected":false},"excerpt":{"rendered":"<p>Is this round two of apps? That was the question Jonny Kaldor, CEO of Pugpig, posed on stage at Arc XP Connect NYC. After years dominated by platform distribution, algorithmic&#8230;<\/p>\n","protected":false},"author":4690,"featured_media":46926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5015,4301],"tags":[1927,8,1204],"coauthors":[5051],"class_list":["post-46924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiences","category-supporter-spotlight","tag-apps","tag-mobile","tag-supporter"],"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>Retention over reach: the strategic reset behind publisher apps - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Media leaders from New York Post, Boston Globe and Cond\u00e9 Nast all say that apps now deliver their most engaged and loyal audiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalcontentnext.org\/blog\/2026\/03\/09\/retention-over-reach-the-strategic-reset-behind-publisher-apps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retention over reach: the strategic reset behind publisher apps\" \/>\n<meta property=\"og:description\" content=\"Is this round two of apps? That was the question Jonny Kaldor, CEO of Pugpig, posed on stage at Arc XP Connect NYC. 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