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Apple News, Google News, Google Newsstand: What marketers need to know

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Ankita Guna
Apple News, Google News, Google Newsstand: What marketers need to know

Apple News, Google News and its subsection, Google Newsstand, can drive significant traffic for publishers and content creators. Each platform has its advantages and shortcomings. Getting familiar with how these services work can help you maximize your opportunity for visibility.  

What are Apple News and Google News?

They are syndication platforms with a strong emphasis on mobile. They allow users to search for articles based on topics or publishers, and they give publishers ways to monetize via ads and tools to measure performance. Both platforms can drive more traffic to your content (via search or their “top stories” sections) and generate ad-based revenue for your brand.

Google News is available on Android, iOS and the web. Users can access content within the “for you” and “headlines” sections, as well as by following or searching a particular topic or publisher.

Google Newsstand is a tab within the Google News app, not a separate platform (a revamped Google News app replaced Google Play Newsstand in 2018). It displays an edition of your content for mobile and tablet from your RSS and media feeds, YouTube channel, social stream, and other sources.

Apple News is only available on Mac and iOS. Users can access content in the “today” section or by navigating to the channels and topics that they follow. Unlike Google News, search results are presented as channels or topics, meaning that, even if a user searches an exact article title, the results won’t lead them directly to that article.

Apple has also launched a paid subscription service called News+, a service that offers digital subscriptions to participating magazines and newspapers for $10 a month. We will dig into News+ further as the service matures. It’s not a syndication service and publishers can’t currently register for it.

The biggest differences between Google News and Apple News for publishers

An important distinction for marketers to be aware of is that Google News is intended for news publications and content — not general content marketing. Having a website is a prerequisite, and outlets that want to be included on Google News must undergo an approval process.  

Having a website is not a requirement to be included on Apple News, making it a more viable option for brands and content creators that don’t have a strong news slant.

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