Texture already features some of The who's-who in publishing, including National Geographic, People, Wired, and The New Yorker. According to a report in Columbia Journalism Review, more than half of all publishers that boarded the Instant Articles train have since abandoned it. The need for these kinds of arrangements is clear: Publishers rely on increasingly small pieces of the pie to fund huge operations, sometimes with thousands of reporters. According to Apple, only 60 million people use Apple News each month. As with all things, publishers aren't just competing with other publishers, they're competing for attention with social media apps, games, email, YouTube, and dozens of other timesinks. Ads the publisher sells are pure profit, a good deal before you consider the terms can change at any time - even after investing millions for an Instant Articles-specific content strategy. Publishers allow users to new content on the app, without digital ads, or paywalls. Read more