Technology Review's publisher

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Technology Review's publisher Jason Pontin as we speak penned a web publish with the provocative name Why Publishers Don't Like Apps which says that the fate of media on cell sets is not apps nevertheless it the web.

The publish details Pontin's disappointing trip with the Technology Review app, which the publisher said in easy phrases offered 353 subscriptions and rate the magazine $124,000 in outsourced software development.
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First, a amount of points in regards to the Technology Review app: the app is dwelling garden the Apple Newsstand, the app Apple created particularly to help publishers sell subscriptions; the app was, but is simply not any longer, a hybrid app designed to offer readers access to the net web page content materials cloth while also offering readers a risk to gain replica fashions of the magazine.

Pontin describes the trouble his group had in adapting their print magazine to tablets:
It wasn't simple, it grew to develop into out, to adapt print classes to apps. A enormous aspect of the concern was the ratio of the tablets: they possessed both a "portrait" (vertical) and "landscape" (horizontal) view, depending on how the user held the device. Then, too, the shows of smart phones had been so so a lot smaller than those of tablets. Absurdly, many publishers ended up producing six unique fashions of their editorial product: a print publication, a standard digital replica for Web browsers and proprietary software, a digital replica for landscape viewing on tablets, something that was not quite a digital replica for portrait viewing on tablets, a kind of hack for smart phones, and ordinary HTML pages for their websites.
In Pontin's publish the publisher uses the word "replica" 15 times. Technology Review, it turns out, may not sell its "replica" variants of the magazine internal an app that did not reside internal the Newsstand, and in an app that supplied unfastened web content.

For Pontin, the fate is HTML5 and going the strategy of the Financial Times. But what Pontin does not level out in his publish is that the fundamental cause the FT pulled their app efforts was information sharing, not selling subscriptions. In fact, the FT was doing nice with selling digital by the iPad, but they saw value in the buyer information that may be had by selling subscriptions directly. Apple did not allow that so the FT pulled out.

“(Giving away) thirty percent of subscription gross income isn’t something we celebrate," Financial Times chief executive John Ridding advised paidContent, "but that was secondary actually - we already pay unique owners and agents; newsagents take a cut. Central to our complete strategy and all our aspirations is to have that direct relationship with the reader.”

As I've written a range of instances in the past, financial newspaper and magazines have a huge advantage selling digital merely attributable to the truth their readers see the subscription as an investment - business information is useful and the rate to subscribe is a tax deduction (at least in the U.S.) for masses of readers. Because of that, many financial information item are doing fine, both internal the App Store, and garden of it.

Technology Review has dumped their replica edition, and that is doubtless good. But Pontin's publish seems to be that of a publisher who tried to play the app game his strategy and while it did not workout regimen is claiming that the complete game is rigged. He would probably speak for therefore so a lot of publishers who are struggling with cell and tablets, but his claim to speak for publishers, in general, seems like going way, strategy too far.


I have no thought of their revenue, though mainly based on the amount of subscriptions I would suppose it was low.

I do not doubt that their strategy did not work - not being in the Newsstand, having a copy brand are both obvious errors. My concern with Pontin's publish is that he comes to the fallacious conclusion. What he must have said is "we did it my way, and it did not work, maybe I must have seen what the unique guys had been doing.




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