"New Yorker" ipad version of the experience: Readers sometimes want to just read

Two months of on-line subscribers reached 100,000, "New Yorker" ipad version tells publishers -

Readers sometimes want to just read

Today, the streets everywhere people are holding the Tablet PC to read, play games or listen to music. With the popularity of Apple iPad tablet, the major magazines newspapers are dedicating resources to this emerging media in the iPad to promote their hope in the rapid development of digital publishing industry to take a slice. In the industry seems to have reached a consensus: beautiful pictures and visual effects using the iPad to read magazines more attractive to readers. However, it can really make a profit in the digital publishing industry magazine, but very few. Recently, some survey data, iPad users are more willing to read news on the iPad, rather than to seek entertainment. The "New Yorker" iPad version of the successful experience of many publishers is to give a reminder: Although readers need to stimulate the senses and multimedia interactive experience, but sometimes, they just want to read it.

"New Yorker" iPad version was formally launched in May this year sales. The week priced at $ 5.99, was priced at $ 59.99. If an existing print subscribers, you can read for free iPad version. Recently, the magazine announced, in just two months time, "New Yorker" iPad already has 100,000 readers, including two million readers a year directly ordered the iPad version of "New Yorker" In addition, over 75,000 of the original print subscribers to enjoy this extra service. There are thousands of readers through subscriptions $ 4.99 per week, "New Yorker" iPad version.

"New Yorker" magazine published by the club global publishing giant Conde Nast's fashion magazine "Vanity Fair", "GQ", "Connection", "herself" and other well-known magazine launched iPad version. Contrary to all expectation, in the Conde Nast magazine's famous "New Yorker" iPad version of subscribers is the greatest. And to win in order to provide scientific and technical information, web-based version of the magazine, and younger readers are more "connected" is far behind in the number of subscribers in the "New Yorker."

This phenomenon has aroused the concern of many in the industry. "New Yorker" is a literary class of general-interest magazine, known for its high quality of the writing team and rigorous editing style is known. This is the impression that people in the iPad electronic magazine fashion pioneers of the style far. The launch of the "New Yorker" iPad edition, the editorial decision to maintain the "New Yorker" consistent editorial style, abandoning the usual other magazine with pictures and interactive part of the tricks to attract readers, but will focus on the present editorial ideas for the readers clear and readable articles on.

"New Yorker" deputy editor Pamela Maffei McCarthy, said: "to create a text-based application to read is our top priority. IPad in a wide variety of applications, we must be careful to use the platform as a magazine, we consider is that these applications can add value to the magazine. "

Since the rise of the Internet has been the major publishers try to use digital content for profit, but most frustrated. Conde Nast publishing company's operating philosophy is not profit from advertising, but rely mainly on magazine subscription account, profit brand products and activities, which makes the company's earnings are always ups and downs with the economic situation. This company has been trying to change the business model, but the results are not satisfactory. "New Yorker" iPad version of success, the Conde Nast publishing company is undoubtedly a step forward.

Analysts are also part of the media to "New Yorker" electronic version of the successful conservative. Media buying company MediaVest executive vice president RobinSteinberg investment, "said New Yorker," the 100,000 households for magazine subscriptions for iPad is a very important first step, but the success of this model needs more research. First, 75000, "New Yorker" subscription households in print, in the end how many readers actually read both the print version of the "New Yorker" and read the iPad version of it? Secondly, the "New Yorker" magazine can not have a copy of the other success factors: its people and the iPad readers the most active groups of users are basically the same. A survey shows that the iPad application platform is the strongest on spending more than $ 100,000 annual income of the population, these groups coincided with the "New Yorker" readers overlap.

"New Yorker" iPad users can in popularity also shows that people's aspirations for the mobile device. Whether digital magazine just how gorgeous the picture was taken or just how beautifully produced, there are still a considerable number of readers want to read on their Tablet PC to the text. Our reporter Xu Luming