Why Quartz’s news app could benefit the whole industry

All morning I had been looking forward to playing around with Quartz’s new app. I only had a few minutes, and normally, it takes me more time to develop an opinion of a new app. But I immediately had a few quick reactions:

1. “Whoa this is different.”
2. “That ad placement didn’t make me want to vomit.”
3. “Wait a minute…they could be onto something big.”

Distributed content has been on the rise for a while now. Most modern publishers subscribe to the notion of going where their consumers are. It’s why you see so many publishers on Snapchat and Facebook Instant Articles. It’s why many of them aren’t TOO nervous as they see their homepage traffic decline.

But what’s missing from distributed content? Ownership of the metrics. You’re giving up the ability to monitor your own data your own way. You are relying on a third-party to provide you the usage and demographic data that they see fit to share with you. Almost every customer I speak with cites this as a major concern.

A few news organizations have tried publishing news on messaging apps before. The BBC used WhatsApp during the Ebola crisis, and The New York Times did it during Pope Francis’ visit. Messaging apps lack solid content management systems. And they don’t give you any data on how your content is performing.

Quartz’s new app acts like a messaging app simulator. It looks like one, it acts like one and it interacts with you like one. But Quartz is in control. Quartz can monitor their app metrics, and they’re keeping their readers in their own walled garden.

Essentially, Quartz’s app can serve as a proof-of-concept on how the news industry might succeed — or fail — with publishing content on 3rd party messaging platforms.

This will definitely be one to watch.