Apple News, Google News, Google Newsstand: What Marketers Need to Know

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

What are Apple News and Google News?

These are syndication platforms that have a strong focus on the mobile. They allow users to search for articles based on topics or publishers, and offer publishers the means to monetize their ads with ads and tools to measure performance. Both platforms can drive more traffic to your content (via search or their Top News sections) and generate advertising revenue for your brand.

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

Google Newsstand is a tab of the Google News app and not a separate platform (a new Google News app replaced Google Play Newsstand in 2018). It displays an edition of your mobile and tablet content from your RSS and multimedia feeds, your YouTube channel, your social feed, and other sources. 19459005 19459002 Apple News is only available on Mac and iOS. Users can access the content of the "Today" section or navigate to the channels and topics they follow. Unlike Google News, search results are presented in the form of strings or topics, which means that even if a user searches for the exact title of an article, the results will not lead them directly to that article.

Apple also launched a paid subscription service called News +, a service offering digital subscriptions to participating magazines and newspapers, rate of $ 10 per month. We'll dig into News + further as the service matures. This is not a syndication service and publishers currently can not register.

The Biggest Difference Between Google News and Apple News for Publishers

An important distinction that marketers need to know is that Google News is aimed at publications and news content, and not at general content marketing. Having a website is a prerequisite, and outlets wishing to be included in Google News must undergo an approval process.

The presence of a website is not a requirement to appear on Apple News, making it a more viable option for brand creators and publishers. content that do not have a strong trend in the news.

Presence of on Apple News (left) and Google News (right).

Google News automatically streams video previews, while Apple's videos are clicked.

An Apple News or Google Newsstand account may be a more appropriate option for content marketers who do not publish news, and publishers want more control over their personalization and monetization options.

The Google Newsstand edition of Tripadvisor.

Getting Started

Apple News. Get access to the application News Publisher . Log in using the Apple ID associated with your company or publication. From there, you can customize your branding with a logo and cover image, assign user roles and link to your CMS.

The last step in getting your channel in front of users is to submit it to at least three articles to show the Apple News team the type of content you are publishing. You can write articles directly in the interface, download them from your computer or import them from your CMS. Once approved, you can send your content to Apple News via RSS or using the Apple News format (ANF).

Google News. Navigate to Google News Publishing Center to verify the ownership of the site and request its inclusion by entering your website details (such as URLs). the news section). The Google News team can take up to three weeks to review an application for inclusion.

Google does not provide feedback on inclusion, but provides information to applicants about Google News Help Community . Refused sites can reapply after 60 days.

Google Newsstand. By registering via of Google News Producer Tool publishers can create an "edition". This is similar to the "channels" of Apple News. Creating an edition gives you more control over branding strategy, the ability to show ads and even wall paying options. There is no need to create a kiosk edition to be able to sign up for Google News. The editions appear in the Kiosk section of the Google News app. Templates are available and you can add slideshows, videos, maps and other types of content.

How to Publish Content

Apple News. When creating your channel, you will be asked if you want to publish with RSS or ANF . If you're already posting to your website, using RSS is the simplest option to send your content to Apple News. Your articles will be able to be sent to users faster, but that means you will not be able to take advantage of some clever customizations and options.

ANF allows you to access richer analytics and take advantage of Apple's CDN for faster loading. It also facilitates a more immersive experience by allowing editors to incorporate effects, animations, galleries, quotes to pull, and dynamic text for accessibility.

Once you have selected between the two, you can create content directly from the News Publisher application, via the Apple News API or via your CMS to using a plugin. Plugins are available for WordPress, Drupal, Craft and Squarespace.

Google News. Google News displays primarily the content of publisher feeds, but also browsing the web. You can facilitate the discovery process by creating a Google News sitemap with news-specific tags and submitting it to the Google Search Console .

Google News now automatically renders the AMP version of your articles, when it is available and can be returned. However, you must also provide an RSS / ATOM feed of your content. This will ensure that readers will be able to access your content if they are offline or are using older software versions. If you want, you can disable AMP rendering in Google News Producer.

Google Newsstand. Newsstand publishers can choose to send content via RSS or AMP.

AMP articles provide better control over the visual elements of your content and help track traffic in your AMP analyzes.

AMP flow and flow information will appear in news analytics as and news. referents. You can set up tracking in Google News Producer for more details and to track natively rendered content in Google News Android and iOS apps.

Optimization for Google News and Apple News

First and foremost, adherence to appropriate ethical and journalistic standards is basis of creating quality content, no matter where you choose to publish or syndicate. Consider these standards to maximize your chances of being presented. They include (but are not limited to):

Guarantee that your content is original. Write exact titles. Use credible sources and verify the facts.Respect the right to privacy. Application of correct publication dates and other metadata. Publication on a regular basis.

Apple News. Users are invited to select a few publications to follow when they first use Apple News. The optimization of discovery begins with the downloading of a logo and a cover image.

Apple News section: Make sure your cover image is 600 x 600 pixels and your logo is legible.

Publishers can, in their respective channels, divide the content into several sections. Many publishers make the first section their "All" or "Top" section. You can also "promote" articles that will appear in the "More" section after reading one of your articles.

You can add a canonical URL to the web version of your site. your article. When the link is shared with non-iOS or Mac users, this will direct them to the version of the website. If you do not add a canonical URL, these users will be asked to view the article using the Apple News app.

In your channel, you can group your articles into sections, but Apple News only extracts the contents of the first section when it generates the "for you" stream of the 39; user. Make sure to publish the most relevant content in this first section, the default one for your channel.

The best stories from Apple are organized by real people – the Apple News team. This means that you will need to publish well-written informative content and establish a positive reputation to increase your chances of being included in their prepared stories.

Google Newsstand. Since Google Kiosk editions use RSS feeds to extract content, it is important to make sure that you are properly configured. Enter your Google Analytics credentials to track the performance of your content in the app.

You may designate your edition for it to appear in the featured content of Newsstand . Before, make sure all your content is up-to-date, nothing is duplicated, and all videos and images are optimized. The Selection tab is available in the United States, Canada, Brazil, Mexico, Germany, Italy, France, the United Kingdom, Australia and India.

If you meet the above criteria, you can send an e-mail to ] to be taken into account. The support section of Google said: "We are happy to consider promoting your sections at major events in your country (eg, major elections, awards ceremonies, sports championships, etc.)." overlays such events.

Google News. Like its search engine, algorithms are largely responsible for what drives a user's Google News feed. These algorithms take into account the following factors when classifying content:

Freshness of Content. Originality of Content. Rich Textual Content. ] Variety of Content User Preferences for Subjects and Publishers

Algorithms also customize the "for you" and "favorites" sections of l & # 39; C based on Google's past activity and preferences. .

The Google News Curation team can add temporary topics to help users track news information regarding topics of high interest, such as major events or the most recent developments of personal interest. It will create a structure, such as subtopics and related items, for these cases, but the stories presented will still be algorithmically integrated.

As in Newsstand, the first to cover the latest news or a hot topic may increase your chances of appearing in these topics.

Advertising Options in Google News, Google Newsstand

Both platforms offer ways to monetize your content through graphics ads and both are compatible with Google Ad Manager (although some features are not supported on Apple News), which allows you to designate a target audience and track the performance of your campaign.


Apple News. Publishers who sell their own ads keep 100% of their income. If Apple redistributes your ad inventory, it generates a 30% reduction in its revenue.

Google Newsstand. By default, ads managed by Google will be displayed in your content. You can choose to opt out of ads, manage them yourself, or view a mix of your ads and Google ads. Ad placement is however optimized by Google.

As noted above, the right choice for your brand depends on the content you create and your goals. For example, if your brand is running an industry news blog, inclusion in Google News may be the best way to increase your traffic. If you're a content marketer and want to entertain the audience and increase the visibility of your content, Apple News and Google Newsstand can be an effective way to get your content out to readers.

About the Author

George Nguyen is Deputy Editor at Third Door Media. His background is in content marketing, journalism and narration.

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