Apple has convinced The Wall Street Journal to participate in its forthcoming “Netflix for news” paid subscription news service:
Full details on the service will be announced at next Monday's Apple event.
To successfully lure paid subs to the offering, Apple needs to ensure that it signs up a sufficient number of popular publishers. The Journal, which has a succesful subscription business of its own, is a big get for the service, particularly as other prominent national papers like The New York Times and The Washington Post remain holdouts. The Times, The Post, and others reluctant to sign up are likely wary of enabling another tech giant to affect their businesses.
For example, publishers have endured a fraught relationship with Facebook, which drives referral traffic to their sites, but has also sucked up digital ad dollars and offered unreliable and even damaging advice around content strategy . If they can help it, publishers likely aren't keen to forsake or dilute their direct relationship with consumers, as would be the case with Apple News as an intermediary.
Distribution scale and aggregation are likely to drive many publishers — willingly or not — into partnership with Apple. Apple has a huge addressable base, thanks to the dominance of its devices: It owns 60% of the US smartphone market, and there are 1.4 billion active Apple devices worldwide. Further, publishers know that there's a ceiling on the number of subscriptions readers will pay for. Aggregated offerings could appeal to consumers who have financial limits but want variety in their news:of mobile-first consumers have expressed interest in bundled media as a way to save money, according to Fetch. Publishers that sit Apple's service out could risk being sidelined in the long run as consumer attention — and dollars — flow elsewhere.1.
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