• by Melynda Fuller , September 11, 2018

Earlier this year, Apple bought up magazine subscription platform Texture for an undisclosed amount, signaling the tech giant may assert itself across the news delivery sphere.

Already, every iPhone comes equipped with the Apple News App, now curated to a user’s preferred topics. Incorporating a more robust, and perhaps even paid, news delivery or subscription service isn’t so far fetched.

Last week, in another signal that it is focused on deepening its news operations, the company announced the hire of former Conde Nast executive Liz Schimel as head of news business, according to The Information. 

Prior to her work with Conde Nast, where she held positions at Vogue, GQ and Self. Shimel was also a Chief Digital Officer at Meredith Corp.

Schimel’s hire comes as publishers have seen gains in traffic from Apple News.

According to The Information, some outlets claim Apple News accounts for 50% to 60% of traffic across stories, a welcome influx after algorithm changes at Facebook decimated numbers for some.

But in addition to its new hire, Apple News has been working to become an ally for news outlets. In June, Apple News and Politico announced a partnership to deliver exclusive 2018 campaign coverage via Apple News through a custom Politico section called “Races to Watch.”

Politico will produce all content for the series, tapping more than two dozen journalists across D.C and seven states to monitor the most important races nationwide. The custom news section also offers insight and updates about top-tier races.

One major issue publishers have with Apple News is an inability to cash in on ad revenue across the platform. Currently, publishers and advertisers can use DFP, Google’s ad technology, across the platform to monetize published work, but the financial gains are slim. 

Outlets have seen subscriptions rise as stories catch on across the news platform, though Apple takes a cut of the revenue. The Information notes that Schimel’s hire points to the company ramping up advertising efforts at Apple News, which could be a lifesaver for some publications.