Today’s publishers face a perfect storm: AI flooding search results, social algorithms in constant flux, and privacy changes disrupting traditional audience strategies. While many chase quick fixes and temporary solutions, industry leaders are taking a different approach.
The answer isn’t another social media strategy or SEO tactic. Forward-thinking publishers are building something more sustainable: their own mobile channels. By meeting readers where they actually consume content – on their phones – these publishers are creating direct relationships that no algorithm can disrupt.
This guide explores why apps have become essential for publishers who want to:
- Own their audience relationships
- Build reliable revenue streams
- Create engaging mobile experiences
- Future-proof their distribution strategy
- 8 Reasons Why Publishers Need an App
Smart publishers are developing something superior instead of chasing social traffic: their own mobile channel that places them directly on readers’ home screens. Apps offer publishers a direct, owned channel, bypassing the limitations of third-party platforms like social media.
Publishers can use apps to deliver relevant, personalized content to users’ devices in a familiar format, directly on their phone’s home screen. Features like push notifications add a delivery mechanism that the web alone lacks, and they add to the app’s value, making it easier for publishers to build loyal reader communities.
Apps also let publishers gather first-party data responsibly, a key advantage in a world where third-party cookies are being phased out.
Let’s take a deeper look at how current trends shaping reader behavior show that the best way for publishers to engage readers, build loyalty, and drive long-term success, is to have a mobile app.
1. Taking Control of Your Relationship With Your Audience
Social media used to be a reliable traffic source. Not anymore. As platforms prioritize personal content over publisher posts, referral traffic keeps dropping – leaving publishers scrambling for new ways to reach their audience.
According to a 2022 Parse.ly report, social media referral traffic to publisher websites dropped by 15% compared to the previous year. Publishers can no longer rely on these platforms to reach their audience effectively.
Mobile apps offer a way to regain control over audience engagement.
By creating a direct channel to readers, publishers can bypass social media algorithms and interact with their audience on their own terms.
Apps allow publishers to build a dedicated digital environment where they can foster deeper relationships with readers.
Features like push notifications give publishers the ability to send real-time updates and personalized content directly to users, increasing engagement and encouraging regular visits. Publishers can create their own loyal communities within their apps rather than relying on platforms provided by third parties. The New York Times is a strong illustration of this, using its mobile app to stay in touch with its readers directly. The app offers personalized content recommendations and push notifications, ensuring readers return regularly without needing to rely on social media feeds. This curated and personalized experience has helped The Times grow its subscription base and increase reader retention, demonstrating the power of controlling audience engagement through a mobile app.
2. Data Privacy and the First-Party Data Advantage
Privacy changes are reshaping digital publishing.
As third-party tracking crumbles and readers demand more control over their data, publishers need direct relationships more than ever.
That’s where mobile apps shine – offering transparent, permission-based connections that build trust and deliver better data.
Publishers can more easily and legally collect first-party data directly from users through mobile apps. Within an app environment, publishers can request permissions upfront and clearly communicate how data collection will enhance the user experience.
Unlike websites relying on third-party trackers, apps allow publishers to gather valuable insights into user preferences and behavior directly, making it easier to deliver personalized content that resonates. Along with driving engagement, this approach fosters trust, as users feel more secure when they know their data is being handled responsibly.
The Guardian’s use of its mobile app to collect first-party data while maintaining transparency and user privacy is a great illustration of this. The app allows users to control their data settings and provides clear explanations of how their information will be used. By balancing privacy concerns with the need for personalization, The Guardian has been able to boost user engagement and build stronger loyalty with its readers.
This highlights the growing importance of first-party data in the future of publishing, where trust and personalization will be key to retaining an engaged audience.
3. Adapting to Shifts in Content Consumption
Today’s readers aren’t just readers anymore – they’re viewers, listeners, and scrollers. While short-form video dominates TikTok and YouTube, publishers are realizing something crucial: it’s not about choosing one format over another. It’s about delivering your content where and how your audience wants it.
Publishers who fail to embrace these new formats risk losing relevance in a media landscape increasingly dominated by multimedia content.
Mobile apps are uniquely suited to meet this shift in content consumption. Unlike websites, apps offer a seamless environment for integrating high-quality video and audio, providing a superior user experience.
An outstanding illustration of how publishers can successfully adapt to these trends is the “NPR One” app from NPR. The app seamlessly integrates audio content, including live radio, podcasts, and curated news stories, all personalized to the listener’s preferences.
By making their content accessible in a familiar, modern format, NPR has been able to reach broader audiences and increase user engagement, particularly among younger listeners. This is crucial for publishers looking to stay relevant as content consumption habits continue to change.
4. Retaining Readers Through Push Notifications
Remember when email was enough? Those are long gone. With open rates plummeting from 40% to 10% in just a decade, and AI-generated content flooding inboxes, publishers need a more reliable way to reach readers.
Enter push notifications – your direct line to readers’ home screens. While emails get buried in crowded inboxes or trapped by spam filters, push notifications cut through the noise. They deliver your content exactly when and where readers want it, turning breaking news into instant engagement.
Leading publishers are seeing the difference:
Higher response rates than email
Instant delivery of breaking news
Direct path to reader engagement
Complete control over timing and frequency
No algorithms or intermediaries
A study by Airship found that personalized push notifications can increase engagement rates by as much as 800%.
Mobile apps give publishers the ability to send personalized, real-time messages to users, which keeps them coming back for more.
Push notifications build a strong connection between the publisher and the reader, whether it’s breaking news, new articles tailored to a user’s interests, or special offers. Unlike emails or social media posts, which can easily be missed or ignored, push notifications reach users directly on their devices, making them hard to overlook.
This kind of personalized engagement drives higher retention rates and encourages users to make the app part of their daily routine.
With its mobile app, ESPN has successfully implemented this strategy by sending push notifications to users based on their favorite sports and teams. Fans receive real-time updates on game scores, news, and highlights that are relevant to their preferences.
ESPN’s success demonstrates how push notifications, when done right, can significantly improve reader retention and engagement for publishers.
