If Apple wants to be in the services business, it has to build out teams that can draw new users to those products. The company is looking to hire accordingly.
This past week, Apple posted a number of job postings on LinkedIn for roles designed to help acquire audiences for Apple News and Apple News+: a growth marketing manager; a senior publisher partnerships manager; and a social media manager. Overall, the company is looking to hire as many as 22 people to beef up the staff supporting Apple News.
The listings, some of which Apple has been trying to fill for a while, would give Apple resources to forge strategic marketing partnerships with platforms including Facebook, Instagram and Snapchat; a point person to lead collaborative marketing campaigns with publishers participating in Apple News; and a leader who can work across Apple’s marketing, product, engineering, data analytics, design and business development teams.
Apple did not respond to a request for comment by press time.
To date, Apple has exerted little effort marketing Apple News — preinstalling the app on hundreds of millions of Apple devices was promotion enough — and consequently, Apple News has a limited presence on platforms. Aside from an active Twitter account with nearly a quarter million followers, Apple News does not use any other platforms to disseminate information or content.
For most of last year, Apple News’s audience was essentially flat: The service’s monthly audience ranged between 60 million and 63 million monthly unique users, from January 2018 to January 2019, according to Comscore data. That’s still a healthy base of users it can try and convert into paying Apple News+ customers, which Apple launched in March. To jumpstart user growth, Apple will go hunting in the same walled gardens as every other publisher.
Though platforms prefer to promote content that keeps its users inside their respective walled gardens, many publishers have found success treating them as sources of referral traffic. Lifestyle publishers, in particular, have watched Instagram Stories evolve into a dependable source.
Building a robust organic audience for Apple News on social platforms could also make them more cost-effective performance marketing channels.
While publishers remain wary of Apple News+, monetization inside the free, ad-supported side of Apple News remains frustrating. Many have simply given up on trying to monetize directly. Among the job listings Apple posted were several including an advertising manager for Apple News and a data scientist for its Apple’s ads platform, that hinted at Apple hoping to improve that side of Apple News.
“They need to fix the monetization,” one audience development executive said, “or publishers are going to start dropping out.”
Inside Hearst UK’s multi-pronged approach to third-party cookie replacements
Hearst UK's Ryan Buckley and Faye Turner are testing everything from 50,000-person panels to clean rooms.
Out of home fights for greater ad share as it cites better value on action taken by consumers
An OAAA study found that OOH is on par with other media in eliciting action from those consumers who recall seeing the ads. And since it's much less costly, it's a more effective means of influencing consumers.
Member ExclusiveMedia Buying Briefing: Omnicom Media Group tackles supply-chain challenges for its clients
The media agency network created a metric designed to help brands calculate where and when to redirect media spend as a result of supply chain issues they face — rather than just putting a halt on spend when there’s a supply crunch.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
The Rundown: Podcast production companies and platforms pitch diverse audiences and ad targeting improvements at IAB’s Podcast Upfront
The three-day podcast-focused event highlighted improvements in dynamic ad insertion, machine learning and diversity of creators, content and audiences.
Member ExclusiveMedia Briefing: Publishers continue to push advertisers to check out their shoppable video pitches
In this week's Media Briefing, media editor Kayleigh Barber checks in on how publishers' attempts to win over advertisers with their shoppable video and livestream shopping programs are going.