A curious strategy from German publishing group Axel Springer – the publisher is reportedly blocking access to the website of its tabloid Bild from iPad browsers so that users can only access the title by downloading a paid-for app.
An interesting post on Rob O’Regan’s blog looking at how Conde Nast has developed best practice guidelines for advertisers who want to work on its iPad apps. To create the guidance for clients, the magazine publisher has been conducting extensive research on how readers are using and rating the apps:
To learn more about these early adopters, Conde Nast is combining its in-app and in-person research with usage software built into its apps. Results from the in-app survey showed that 80 per cent of users who downloaded a Conde Nast digital magazine app said the content and experience “met or surpassed their expectations”, and 83 per cent said they were likely to purchase the next month’s edition.
Some interesting stats on the use of iPad apps for Conde Nast titles via an article on Advertising Age. Users are spending an average of more than two hours with its Vanity Fair and GQ apps – double the average time spent with print magazines, according to the metrics.
But perhaps more significant are the estimations made by Adam Kasper, senior vice president of digital innovation for global advertising group Havas Digital, regarding advertising rates on iPad apps. Kaspers suggests that an ad on an iPad app will cost $100 per thousand views – three times as much as a video ad on Hulu and 10 times as much as a banner ad on NYTimes.com.
Audience statistics for iPad applications are still very new and more metrics are needed – but are initial pricing points for advertisers too high for this new outlet?
Zinio, a leading digital publishing company, has teamed up with Rolling Stone magazine to offer iPad an iTunes-integrated feature.
For Rolling Stone’s ‘500 Greatest Songs Of All Time’ issue, users of the Zinio Magazine Newsstand & Reader App on their iPads will be able to listen to samples and buy the tracks on iTunes through the application as they read about them in the magazine.
Rolling Stone executive editor Jason Fine said: These are all the songs you need to have on your iPad. With Zinio, you can listen to the songs while you read, giving our audience an exciting way to experience the list.”
The interactive edition will be available on other platforms, and can be sampled on your PC here.