New York Times | Adweek.com
Additionally, more than 75,000 print subscribers have downloaded the app at no charge. (It launched in September.) Several thousand more people, on average, buy single issues for $4.99 each week, reports Jeremy W. Peters. “Those, to me, sound like strong numbers,” says Andrew Lipsman, vice president for industry analysis at comScore.
One apparent reason for The New Yorker’s success with the iPad is that the magazine has the right demographics. IPad users tend to inhabit households with annual income of more than $100,000, much like readers of The New Yorker. Research from comScore shows that all iPad users read news on the device more than they seek out entertainment like videos and games.
New Yorker editors said last fall that they were “at once delighted and a little bewildered” by the iPad and their new app “because we’d be liars if we said we knew precisely where technology will lead.”
At The Atlantic, editors dropped their Premium app idea and came up with an app that has free content from the magazine’s website. “The hope is that once they’ve gone that far, they’ll pay separately for the digital edition of the magazine,” writes Lucia Moses.