How Apple News turns new readers into podcast listeners

April 27, 2023

As the popularity of Apple News grows, so too does its ability to help publishers reach new readers. With multiple methods to surface content – algorithms, topic feeds and human editors – it represents a huge potential to build new audiences.

But that’s only one aspect of audience development. Once those new readers have been reached, there needs to be a way to maintain that interest by exposing them to other parts of a content network.

This is why major publishers use FlatPlan’s bespoke CTAs to drive commercial goals. Specifically, we’re going to show you how these graphical elements in Apple News can be used to turn readers into listeners.

CTAs with high viewability

As a preferred provider for Apple News, we have full control over how publishers are able to present their content. This means fully-branded pages, extensive footer designs and various in-article CTAs with high viewability as they're not subject to typical advertising restrictions.

One such example of this is the podcast embeds we can place within articles. This allows publishers to deliver an omnichannel content experience on Apple News and empowers them to ensure new audiences stay within their content ecosystem. 

Full design control around the podcast embed gives publishers the power to encourage click throughs and they can sit anywhere within the article. For Skift, a revered B2B publisher in the travel industry, they place their podcast links in the middle of their articles reminding readers of their Daily Travel Briefing that travel businesses can use to stay up-to-date.

Skift's podcast promotion in the middle of their Apple News article
Skift's podcast promotion in the middle of their Apple News article

In HELLO!’s case, the hugely popular lifestyle magazine, they’ve been using the end of their articles to highlight their A Right Royal Podcast series as the middle parts of their content are being used for other commercial CTAs.

HELLO!'s podcast promotion at the end of their Apple News article
HELLO!'s podcast promotion at the end of their Apple News article

Are podcasts an important aspect of your content network? If you run an omnichannel content strategy for your media business, speak to FlatPlan to find out how our bespoke CTAs in Apple News can help you drive commercial success.

Next steps...

No matter what stage you're at in your discovery of Apple News, we'll help you get the information you need to make the right decision for your media business.

  1. Are you an existing Apple News publisher?
    Our expert team can audit your existing Apple News channel to ensure your integration is stable, determine how optimised your channel is, and provide recommendations that will help you make the most of your setup. Book a free audit now.
  2. Looking to integrate Apple News with your media business?
    Leading publishers use FlatPlan to grow their media business by leveraging the power of Apple News. With help from reader engagement tools, we help publishers reach new readers, nurture them into loyal followers and then funnel them to first-party data strategies on owned properties. Book a free consultation now.
  3. Still learning about Apple News?
    We're always providing insider knowledge and expert advice to our network of publishers. If you want to access that same material, head over to our Article pages, download our free Guide to Apple News eBook or subscribe to our monthly newsletter.
  4. Know someone who might find this article useful? Share it via email, LinkedIn, Twitter or any other social network you use.

Lead image by George Milton

More resources

The complete guide to publishing on Apple News

Discover everything you need to know about publishing to Apple News, and how you can use it to meet commercial goals.
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