How One Publisher is Taming the World of Messaging Apps

By: Lucia Moses | Digiday

Many publishers focus their social media efforts on Facebook and Twitter, and maybe even Instagram and Pinterest. But few pay much attention to the exploding world of messaging apps like Whatsapp.

NowThis, however, offers a case study in what a publisher can do with messaging apps. The digital news app, which is geared toward millennials, has been exploring Snapchat, Kik and other messaging apps for the past year. While it’s hard to measure the audience now, the potential payoff is big, believes Sean Mills, president of NowThis.