Conde Nast?s The New Yorker is letting readers buy a subscription to the magazine via its digital mobile application.

The publication claims to be the first digital magazine from Condé Nast to offer a subscription payment option direction with the digital magazine app. Condé Nast is using Adobe Digital Publishing Suite to offer the subscription sales.

?The Adobe strategy is to enable publishers to roll out commerce models that best fit their business needs,? said Lynly Schambers-Lenox, group product marketing manager at Adobe Digital Publishing Suite, Seattle.

?Lack of subscriptions has been a major pain point with which publishers are grappling,? she said. ?With subscriptions enabled through the Adobe Digital Publishing Suite, readers are able to purchase their favorite content at an affordable price.

?And, publishers can now offer subscriptions through the device app stores or from their Web sites, leading to recurring revenue beyond just purchase of individual issues.?

New Yorker subscriptions
The New Yorker subscription is available for download for $59.00 in Apple?s App Store.

Additionally, print subscribers can access the application at no extra charge.

Readers can catch up on the latest articles

The app features a sample table of contents and consumers can buy single issues, or subscribe and receive new issues as they are released.

Consumers can browse different issues within the application as well as read each month?s articles and cartoons.

Users can browse cartoons

?Now that Condé Nast is the first to offer subscriptions on the iPad, we expect other publishers and titles to quickly follow suit,? Ms. Lynly Schambers-Lenox said.

?We will continue to highlight the successes of our publishing partners as we feel that this will help inform the wider publishing industry on what can be done with Digital Publishing Suite,? she said.

Rise of subscriptions
With 60 percent of United States consumers expecting to purchase an e-reader or tablet device in the next three years, the proliferation of devices will fuel content consumption.

Readers want to be able to transact a purchase on the same device on which they read and consume their content.

?It?s really a matter of convenience,? Ms. Lynly Schambers-Lenox said. ?Additionally, research has shown that new customers are willing to pay the same prices as existing print subscribers for subscriptions to interactive digital editions.

?Publishers are expecting that there will be well over $3 billion in subscription revenue by 2014,? she said. ?It is critical that they have a mechanism to facilitate this purchase option through their digital applications on devices.

?There are other benefits to subscription, including the possibility for auto renewal to reduce churn and increases in ad sales, as more consumers take advantage of subscriptions to purchase digital content.?

Condé Nast has also noted that Apple will let the company ask for customer name, email address and ZIP code.

?This is a great first step by Apple to offer publishers more access to customer data,? Ms. Lynly Schambers-Lenox said.

?Publishers will be able to combine information about who the customer is with what she is reading or consuming as captured through the Analytics Service included in Digital Publishing Suite to gain a more complete and holistic picture of the subscriber,? she said.

?This significantly raises the value of the magazine to advertisers, because readers they know something about are much more valuable than readers they don't know anything about.?