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Print Subscribers Get iPad App for Free

25 Aug 2010

Magazines have been aggressive about pricing their app editions for the iPad charging consumers a significant percentage of the full print cover price for the digital editions whether however People magazines strategy is to provide it free.

As reported in AdAge People's new iPad app has arrived with a touch that existing subscribers will appreciate: The app is free for them. Entering their account number from the mailing label or their full mailing address will get them the iPad version gratis. "It's our way of saying thanks for being a valued print subscriber."

Many publishers have alluded to combining pricing for their print and iPad editions, although it still sounds like they'd like to charge a premium for a combination of both. And so far the dominant model is to seek additional circulation revenue from the apps, even if an existing print subscriber is trying to check them out. People is part of Time Inc., but other Time Inc. iPad apps require print subscribers to pay separately for iPad editions. "We're looking at various subscription opportunities for all of our titles," a Time Inc. spokeswoman said.

"People subscribers pay a premium price for subscriptions and we want them to have the ability to consume the content however they choose," a People spokeswoman said to AdAge.

Most monthly magazines in the USA charge little for print subscriptions. Weeklies are more expensive, but People costs more than most. People subscribers pay an average of $116, according to its latest report with the Audit Bureau of Circulations. Subscribers paid an average of $89 for Sports Illustrated, by comparison, $60 for New York magazine and $60 for The New Yorker.

Publishers also want to sell subscriptions to their iPad editions, but so far Apple has stalled their plans by only permitting single-copy sales.

Source: AdAge


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