Writing in Adweek, Sternberg says that Pocket pays publishers between $125-$200 per story to recirculate an article, a figure that remains unconfirmed. We’ve been able to revive a lot of great content this way, extending the lifespan of older articles that are still great reads and still relevant.” Pocket pays publishers to license some of these high-quality, evergreen articles, which we then promote via our recommendations. Speaking to WNIP, Carolyn O’Hara, Senior Director, Content Discovery at Pocket explains how publisher archives are a rich treasure trove of content, “When it comes to syndication, we believe that there is amazing content in publishers’ archives that we can help to recirculate to interested audiences. Over the past two years, Pocket has also established syndication partnerships with more than 70 publishers including Bloomberg, Slate, and The Atlantic as well as more niche titles like Aeon, Narratively, and AFAR. Long-form, evergreen content performs the best with its top ten list for 2021 including How to Delete Your Old Online Accounts and Why You Should) and The Secret IRS Files: Trove of Never-Before-Seen Records Reveal How the Wealthiest Avoid Income Tax. Pocket works with media companies in two ways: organically and through syndication. Organically, Pocket sends traffic to publishers through its recommendation surfaces – Firefox New Tab, Pocket Hits and topic pages. It’s not just larger publishers like Fast Company, Washington Post, and the Guardian that have benefited from partnering with Pocket either – Nautilus, a small New York publisher that reports on a single scientific topic each month, has seen Pocket account for 21% of its monthly traffic whilst pageviews on its syndicated pieces soar from 100,000 views to over 700,000 views per month. Allison Fass, VP of Digital Growth, Fast Company and Inc, speaking to AdweekĬontent discovery on the app is boosted further by a daily newsletter, Pocket Hits, which has 4 million subscribers and a 20% open rate. If you’re looking for a measure of engagement for content, Pocket has a spectacular one. Pocket Hits and the Firefox homepage both drive audiences to us and we really like those audiences. Take Texas Monthly, as just one example, where Pocket readers spend 240% more time on-site and return at a rate 17% higher than average. With help from millions of Firefox users who point the app’s Editors to interesting content, Pocket now reaches 35 million monthly visitors and for participating publishers the results have been significant. The company has been around for 15 years – an eternity in tech circles – but since its purchase by Mozilla in 2017 the company has been on a tear through its placement on the Firefox News Tab. Whilst a number of new read-it-later apps have emerged onto the scene, such as Matter, Instapaper, Readwise and Upnext, the clear leader is Pocket. Some read-it-later apps will even read stories aloud, rather like a podcast of back-to-back articles. For readers too, read-it-later apps serve a useful purpose by allowing content from a multitude of sources to be consumed at leisure on a single, self-curated app. As Mark Sternberg wrote recently in Adweek, read-it-later apps are gaining traction with publishers looking for new ways to distribute content to habitual readers.
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