Why it might be worth it for publishers to invest in apps again

In the last year, publishers including Quartz, The Wall Street Journal and BuzzFeed have launched new apps or announced plans for new apps, showing how publishers are starting to be interested in apps again after they fell out of favor. App users tend to be more engaged and valuable to publishers, a priority for publishers with the rise of Instant Articles and the like. The Wall Street Journal’s chief innovation officer Edward Roussel says: “Some publishers are moving in a dangerous direction by losing complete control over that end-user experience. You want to experiment with the new platforms, but you also have to invest in the experience that you yourself control.”