The Guardian pulls out of Facebook’s Instant Articles and Apple News
Publishers aren’t happy with the deal platforms are cutting them. Now, the Guardian has dropped both Facebook’s fast-loading Instant Article format and will no longer publish content on Apple News.
The publisher had gone all-in on Instant Articles, running every single Guardian article via the format for the last year. It was one of first U.K. media owners to adopt the Facebook format, alongside BBC News in the spring of 2015. The Guardian was also among the first publishers to join the Apple News app when it launched in the U.K. in October 2015. It ran all its articles in the app.
A Guardian News and Media spokesperson confirmed the removal, and issued the following statement to Digiday: “We have run extensive trials on Facebook Instant Articles and Apple News to assess how they fit with our editorial and commercial objectives. Having evaluated these trials, we have decided to stop publishing in those formats on both platforms. Our primary objective is to bring audiences to the trusted environment of the Guardian to support building deeper relationships with our readers, and growing membership and contributions to fund our world-class journalism.”
The publisher ceased running content through both Apple News and Instant Articles today. The move is a clear sign of displeasure in how these platform-publishing initiatives have treated the business needs of the Guardian. Many publishers have complained the money they make off visits to IA pages, for example, do not measure up to what they get on their own sites.
The Guardian isn’t the only publisher that has lately cooled on Instant Articles, with several publishers are running far fewer articles within that format, according to analysis by NewsWhip. BBC News, National Geographic and The Wall Street Journal barely seem to be using Instant Articles either. The New York Times has pulled out altogether.
Plenty of publishers remain on IA, of course, but the loss of marquee publishers like The New York Times and the Guardian is not exactly a great sign of health. Other publishers are likely to take a hard look at where their interests intersect with Facebook’s. The same goes for Apple News, although signs point to many publishers seeing promise there.
The draw of Instant Articles was that they load much faster than the Facebook links that take readers back to most publishers’ own sites. Engagement is also supposedly higher on those articles than regular Facebook links. But Instant Articles keep people within the Facebook app, rather than sending readers through to a publisher’s own sites, where they can monetize them more effectively, and have better control of reader data.
The Guardian, under pressure to cut costs and boost revenue, is pushing forwards with its paying membership scheme, and for it to keep building that successfully it must prioritize driving readers back to its own site, where it can ask them to donate or become a paying member, as well as serve advertising.
It has notched up 200,000 paying members, and over 100,000 one-off donations in the past year. The goal: to reach 1 million paying subscribers by 2019. Although the Guardian hasn’t confirmed the specific revenue made, 200,000 members paying the minimum price tier of £5 a month (£60/$76 a year), would equate to £1 million ($1.3 million) a month, £12 million ($15 million) a year. If the million paying supporters paid the minimum membership of £60 ($77) a year, that would create £60 million ($77 million) in revenue.
Meanwhile the Guardian’s use of Google’s Accelerated Mobile Pages, the rival to Instant Articles, seems to be going strong. In March the Guardian presented at AMP Conf, a two-day conference hosted in New York, where it revealed that 60 percent of the Guardian’s Google-referred mobile traffic was coming via AMP.
How the Washington Post is expanding its global subscriber base
The success that the Post saw in growing its global subscriptions business came from tactics put in place well before the pandemic.
As Q4 gathers pace, the ad industry braces for long-lasting economic trauma
While free money is being given away through economic stimuluses, it isn’t being spent. That brings opportunity and danger for an ad industry tied tightly to the economy.
Member Exclusive‘Marketing myopia’: Quibi’s flameout is a cautionary tale for advertisers keen to latch on to the next big thing in media
Advertisers bought into a vision — and a deal structure that offered little safety net if that vision wasn't realized.
SponsoredPublishers must strengthen their relationships with brands and customers
Zara Erismann, MD Publisher EU, LiveRamp In today’s market of tightening data regulations — and with the end of third-party cookies now around the corner — it is critical that publishers focus on optimizing their data strategies to ensure and strengthen close relationships with their audience. In a recent report, The State of Publishing: Monetizing […]
‘Something inherently local’: Tegna leans into user-generated content on linear and digital with ‘Near Me’
Tegna has received hundreds of thousands of user-submitted videos and photos which it says have been used to drive further reporting.
Why Nordic publishing giant Schibsted joined the coalition lobbying for Apple App Store ‘fairness’
Schibsted is one of the newest members of the Coalition for App Fairness, a group that includes the likes of Epic Games and Spotify.