The Boston Globe has introduced a new iPhone application that was designed to appeal to mobile readers who want a customized way to read the publication.

The publication hopes the app will provide a more seamless experience for readers consuming its content. The app is available for free download in Apple?s App Store.

?We've really focused on creating a mobile-native experience with the Globe iPhone app and are targeting people who look to their phones to keep them informed and up-to-date,? said Michael Manning, executive director for emerging products at The Boston Globe, Boston.

?Existing subscribers can use this app as part of their subscription, but the real goal is to create an experience that will appeal to new subscribers as well,? he said.

?We know that people already look for the Globe in the App Store, and we believe the fact that the app is free to download with a relatively low monthly subscription will help it appeal to an audience that might not be willing or able to pay for the full print or print/digital experience.?  

Mobile readership
Once consumers download the app, a subscription is required to access the full content.

The free app download gives users access to four free articles per day. Users can also sign-up for a 30-day free trail as part of a mobile-only subscription for $3.99 per month.

Consumers who already subscribe to the publication can access the digital content at no additional cost. 
 
In addition to the new mobile app, The Boston Globe also has a responsive design site that users can access by entering http://www.bostonglobe.com on their mobile browser.

However, the iPhone app is a real mobile-native experience designed to appeal to people who rely on their phones to stay up-to-date, per The Boston Globe.
 
The app includes a customizable homepage with an infinite scroll of articles.

From there, readers can choose their favorite sections of the paper, and content from those sections appears first in the main news feed when the app is opened, letting them swipe between the sections and stories they want to read.

?We're using a variety of cross-platform tactics to get the word out, including social, search and print,? Mr. Manning said.

?We've also produced an in-house TV spot; it should start running in a few weeks,? he said.

Moreover, the app includes a smart feed trending section that keeps track of which stories are read and recommends relevant content from the site and across social media.
 
The app also includes seven days of authoritative Globe content, including photos and video, and will also be updated 24/7.

?Like almost all publishers, our mobile audience has been growing rapidly in recent months, and we don't see any signs of that growth slowing yet,? Mr. Manning said.

?So finding ways to meet our audience where they are is a priority for us,? he said. ?We have mobile-specific products, but we're also thinking about mobile as part of the experience for every new product or feature that we launch."