The Atlantic considers a shift from replica apps to tablet-only iPad content

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The Atlantic has delayed the release of an expected premium iPad app by two or three months, as it reassesses and redevelops its content strategy for the tablet.

David Kaplan writes that with a $4.99 replica app already for sale in iTunes, the magazine’s publisher, Jay Lauf, hopes to do something “special” with the new app.

The Atlantic’s new strategy appears to be moving away from building another replica edition, toward something more online and tablet-native. Kaplan writes it may include “content from one or more of its sections from its online AtlanticWire news blog and online opinion section.”

Christian Schade at New Media Crew writes that shovelware, poor pricing strategies and a lack of innovation are three reasons iPad magazine apps are fairing poorly so far. And while The Atlantic’s new strategy is still unclear, it does appear they are taking such concerns into consideration.

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