Since it launched last September, Apple Inc.’s News app has attracted more than 100 publishing partners world-wide hoping to capitalize on the growing consumption of news on mobile devices.
There is one major problem: Neither media companies nor Apple know how many people are reading.
The company mistakenly has been underestimating the number of readers using the News app since its launch, and passing that inaccurate information on to publishers.
Publishers don’t pay to post their content to the News app, but getting an accurate tally of users is important because it can affect their ability to sell advertising and to manage their resources accordingly. Apple allows publishers to keep 100% of revenue when they sell their own ads into the app; they keep 70% of ad revenue if Apple sells ads on their behalf.
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