Google and Apple are working simultaneously to change the scope of monetization for publishers. With a slight decline in ad revenue, the companies have initiated a movement to provide more monetizing freedom for publishers to promote productivity and efficiency in subscriptions.
Google has officially ended its “first click free” policy in an effort to promote a rise in subscriptions for news publishers. Previously, news publishers were required to give users access to a certain number of articles from its site, but the transition to end that policy is a positive move for the publishers themselves. This new initiative will allow publishers to boost subscriptions, and since publishers do not need to provide free articles any longer, they won’t be penalized in search results. Also, by implementing paywalls, publishers will be able to entice more users to subscribe if the quality of their articles are high enough.
Apple is also making moves to help publishers monetize their content, by allowing certain publishers to use their own ad technology for ads on Apple News, according to Ad Age. While this is a simple new addition, its potential benefits are immense. They’ll be able to extend current campaigns using their own technology instead of starting over repeatedly to comply with Apple’s current system. By allowing publishers to use their own technology, they’ll save a lot more time; with that rise in efficiency, they’ll be able to use be more productive in other aspects of their platform.
The margins of profit aren’t only in the favor of publishers, as Google and Apple are both strategically increasing their profits as well. Google has the ability to cash in on publishers’ subscription revenues according to The Wall Street Journal, and they’re upgrading their current interface to implement a “one-click subscription” button. These small updates make online news publishing more profitable and more attractive to the public. With Apple, allowing publishers to use their own technology allows them to promote Apple News. Allowing publishers to post content more easily will give Apple the opportunity to boost monetization, as there will be a rise in productivity. According to comScore, Apple News is currently sitting at 50 million monthly visitors, and it seems as if that number is only expected to increase in the months to come.
Google and Apple are paving the way for a mutual relationship between publishers that will promote business in a two-way street.