Content Apps Are a Bad Investment for Publishers

Someone recommends building an app at every media company I’ve worked at. The intentions are always good. If we had an app, it would be easier for users to access our content, we wouldn’t depend on any platform, and we’d be able to capture all sorts of data about the readers.

On the surface, those are all good ideas. But only ease of use even considers the user, and, honestly, I don’t know if it’s the best user experience. Publishers would better serve their audience with an exceptional mobile experience than pushing users to an app.