Time Inc. is about to integrate into Apple Pay.
The biggest U.S. magazine publisher will announce today that iPhone users visiting the mobile sites of People, Sports Illustrated, Entertainment Weekly and Real Simple can subscribe to them using Apple Pay; other titles in the portfolio are expected to follow. The move is meant to drive subscription sales for now, but is part of the company’s long-term plan to incorporate product sales in its digital properties.
Increased time spent on mobile devices hasn’t been good for magazine subscription sales, but the new system reduces the number of taps required to subscribe, which the publisher hopes will boost subs. While the company declined to provide specific numbers, Time Inc.’s president of digital, Jen Wong, said that the percentage of people who actually complete the subscription process on mobile devices is “a fraction” of the percentage that complete it on a desktop computer. “Taking the friction out of [the conversion process] is a big priority,” Wong said. “We’re hoping the conversion goes up.”
In addition to speeding up the process, Wong noted that this integration will allow subscriptions to automatically renew, a big plus for any magazine publisher.
Time Inc. joins a large collection of retailers using Apple Pay, which range from Nike and McDonalds to Fuddruckers and Shaws. The Apple Pay adoption shows just how much relations between Time Inc. and Apple have changed over the years: The publisher early on resisted the temptation to put its titles in Apple’s app store, because of the loss of user data and revenue caused by those subscriptions.
Wong declined to comment on the revenue and data arrangement between the two companies.
Joining Apple Pay also paves the way for marketers like Time Inc. to offer readers products through third parties, too. Those kinds of deals comprise just a small portion of Time Inc.’s overall revenues now, but the company is bullish on its long-term prospects. Having Apple Pay in place is “absolutely a core pillar” of that strategy, Wong said.
Wong wouldn’t specify how much Time Inc. expected to pay off in subscription sales, saying only, “It’s a very forward-thinking investment.”
Media Briefing: What Axios’ sale says about the valuation of digital media companies
In this week’s Media Briefing, senior media reporter Sara Guaglione looks at what Axios's sale to Cox Enterprises signals about the current investment market for media companies.
Amid gloomy forecasts can ad tech weather the storm?
The recent Q2 results suggest there is more resilience and runway in the ad tech sector. But how long before push comes to shove?
Member ExclusiveDigiday+ Research deep dive: Twitter’s strength holds among publishers
There is perhaps no social media platform that is more appropriate for publishers than Twitter. In this Digiday+ Research deep dive, we look at why this is.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlacter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
La razón por la que Google y Samsung se asociaron con la personalidad de TikTok Addison Rae para una campaña nostálgica de los años 90
Este verano, Google y Samsung han lanzado su último esfuerzo de marketing conjunto, en el que los gigantes de la tecnología y el hardware aprovechan la nostalgia de principios de los años 90 y utilizan a la TikToker Addison Rae como musa de la generación Z. En su nueva campaña publicitaria con Rae, Google cuenta […]
Las publicaciones invierten en más reporteros especializados en criptomonedas
La semana en que el mercado de las criptomonedas se desplomó a mediados de junio, Fortune envió a Jeff Roberts una oferta para convertirse en su editor de criptografía y supervisar la creación de un equipo de periodistas. Estas circunstancias llevaron a la redactora jefe de Fortune, Alyson Shontell, a hacer una pausa y a […]