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Sky News has a platform deal. The audience is the harder part

Sky News plans a new app and website with Arc XP. A better interface may help, but the company still has to show what will make people return and what they will pay for.

A visitor is swept through a revolving door and straight back outside while a red-clad host gestures proudly.

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Sky News has agreed on the technology for its next app and website. Winning a place in people’s daily lives is a less settled matter. The expanded Arc XP partnership promises video, personalisation and room for paid products. None of those capabilities, on its own, explains why a reader should make another visit.

That is the commercial question behind the announcement. A better service could save readers time and give Sky more chances to earn from its reporting. The newsroom and product teams must supply the continuing work. Before celebrating the new platform, publishers should ask what it will make possible that audiences will value enough to seek out.

· 5 min read · Ivan Massow Read the Editor’s Pick →

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