In consequence, the writer has elevated the quantity of house dedicated to images and video, a staple of AP journalism. The elevated variety of video gamers additionally creates extra video advert stock, which yields greater CPMs than conventional show media.
The redesign additionally presents the writer the flexibility to live-blog breaking information, a helpful software in attracting visitors.
As a part of its transformation, the writer additionally began a relationship with the data-management platform Sovrn to handle its advert stack, labored with Nativo to extra prominently function native promoting and partnered with Taboola to extend recirculation income.
A change in enterprise mannequin
Whereas the writer has the enviable advantage of a sturdy licensing enterprise, the AP trails its aggressive set in its first-party information capabilities and its relationships with manufacturers.
The writer relaunched its Morning Wire publication in June and launched extra publication sign-ups throughout the positioning, nevertheless it lacks a complete database of first-party info—a vital part to serving related adverts in a cookieless setting. The AP additionally eschewed a direct gross sales workforce till late final yr, that means it would begin from scratch when constructing relationships with manufacturers
Moreover, the shift to its business mannequin might complicate its licensing enterprise, which thrived, partly, as a result of the writer not often competed in opposition to its licensees for readership. The transformation can even entail a level of client schooling, because the writer has invested scant sources in constructing direct relationships till now, Morrissey mentioned.
“The difficult a part of that is much less the design, extra the enterprise mannequin,” Morrissey mentioned. “The AP’s lengthy operated as a cooperative mannequin. It has averted competing with its members. So it has a formidable model, nevertheless it lacks a direct reference to its viewers.”
