Refinery29 Debuts Its First App, A Morning Information Spherical-Up Referred to as “Refinery29 AM”
Refinery29, a media website catering to a youthful, feminine demographic, has at present launched its first-ever cellular software, referred to as Refinery29 AM. The thought with the brand new software is to ship a spherical-up of curated information tales to readers, meant to be seen very first thing within the morning. Says the corporate, these tales can be introduced on eight totally different playing cards within the app, and can concentrate on subjects together with world occasions, superstar information, politics and trend.
The pared-down choice within the app, versus the breadth of content material out there on Refinery29’s web site, provides Refinery29 AM extra focus, and higher positions it to turn out to be part of customers’ day by day routines, the corporate believes.
That’s, the app’s content material is ready to be digested pretty shortly. Customers can select to go in-depth in the event that they need to by clicking a hyperlink to view the longer article, however they will additionally simply use Refinery29 AM to flip by way of playing cards that function a headline and abstract of that very same linked content material.
That makes the app appear extra aggressive with one thing like NowThis Information, for instance, which equally tries to ship prime headlines and summaries to readers throughout platforms and social media.
And whereas the Refinery29 AM app might sound, at first blush, like one thing that may additionally compete with the corporate’s precense in Snapchat Uncover, the kind of content material offered by the app is notably totally different than what’s directed on the Snapchat viewers.
As an example, as we speak’s Snapchat content material consists of tales about new nail polish tendencies, make-up ideas, Netflix suggestions, and extra, set to jazzy, upbeat music. In the meantime, the AM app presents a variety that features “actual” information – like Boko Haram’s burning of houses in Nigeria and the unfold of the Zika virus in Colombia, alongside popular culture tales like one involving final night time’s “Grease” Reside” and Netflix’s “Gilmore Women” reunion.
The corporate tells us that the app will refresh with new tales each day at 6:00 AM ET, Monday by way of Friday, however the weekend version will stay the identical on each Saturday and Sunday.
Content material that refreshes on a schedule has been tried earlier than, with combined outcomes. At the moment, Yahoo’s Information Digest app updates within the morning and night with new tales, however the app is floundering within the 70’s and eighty’s in iOS’s Information class. It does slightly higher on Android – ranked within the 50’s by means of 70’s, usually, within the Information & Magazines class.
In the meantime, an earlier experiment – Information Corp’s iPad-solely newspaper The Every day did one thing comparable, however ended up shutting down.
The problem for Refinery29 is that it has to get customers to truly make launching the app part of their every day routine. That is prompted by means of push notifications, which may are likely to get annoying. Whereas they are often disabled, doing so might have customers forgetting concerning the app completely.
In Refinery29’s favor, nevertheless, is that the app is constructed out of the corporate’s common net franchise, “eight Issues To Know This AM,” which already has a readership acquainted with its headline spherical-ups. The corporate says that remodeling the collection right into a standalone app was a pure approach to meet its cellular viewers’s wants.
“Cellular content material consumption has been a robust space of progress for Refinery29 and we’re all the time testing new methods to succeed in and have interaction our viewers. The app is a chance to take considered one of our most profitable content material collection, eight Issues to Know This AM, and package deal it right into a format that our viewers is demanding as they’re spending much less and fewer time on desktop.
Plans to take a position extra in distribution by way of cellular have been additionally part of the corporate’s objectives following its 2015 Collection D increase of $50 million from Scripps Networks and WPP.
In the present day, Refinery29 claims over one hundred million month-to-month viewers throughout platforms, 25 % of that are from desktop. Nevertheless, the corporate additionally tells us that its cellular footprint is already fairly robust: sixty three % of customers come to the location by way of cellular, and a couple of in three solely accessed the location on cellular as an alternative of desktop in December.
“Cellular content material consumption has been a robust space of progress for Refinery29 and we’re all the time testing new methods to succeed in and have interaction our viewers. The ‘app is a chance to take one among our most profitable content material collection, “eight Issues to Know This AM,” and package deal it right into a format that our viewers is demanding as they’re spending much less and fewer time on desktop,” a spokesperson defined of the brand new launch
The app was created in-home utilizing React Native, and content material is sponsored by an advertiser. BelVita is the launch sponsor, however Refinery29 declined to element how sponsorships would work or be priced.
Refinery29 AM is a free obtain on iTunes.