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New York magazine drives readership, revenue via iPad subscription app

New York magazine has rolled out an iPad application that includes complete versions of its weekly publication, as well as a live stream of new content from its network of Web sites.

The app will be available on April 1, timed to the 45th anniversary of the launch of New York, which had an April 8, 1968 cover date.  The app will be available for subscribers and single-copy purchasers through Apple?s App Store.

?The strategy is to present an app that reflects the full scope of our content and business ? we are a company that produces both a weekly magazine and nearly 150 stories per day on our network of Web sites ? and to respond to user behavior in a smart way by making both daily and weekly content available in a seamless, integrated package,? said Michael Silberman, general manager of nymag.com, New York.

?We know the most successful apps are used every day,? he said. ?We also know that freemium is a great app business model.

?We?ve built an app that will encourage both daily use and upgrading from free to paid.?

Mobile content
New York magazine will offer both annual subscriptions and monthly, auto-renewing subscriptions. 

Once print subscribers validate their subscriptions, they will be able to receive the digital edition as a benefit of their print subscription.
 
Through the iPad app, users can browse articles from the magazine and its four Web properties ? Vulture, The Cut, Grub Street and Daily Intelligencer ? on categories such as politics, sports, business, general news, entertainment, fashion and food.

Moreover, the app will also update editorial content throughout the day and include breaking news.

According to New York magazine, the app is an important new channel for the publication to expand its footprint and deepen the relationship with its audience.

?We?re seeing both mobile and tablet monetization increase,? Mr. Silberman said. ?This new app will be an important new consumer-paid revenue stream and bring in incremental advertising dollars as well.?

Advertising opportunities 
While most of the print ads from the magazine will also appear on the app, based on rules from the Alliance for Audited Media, the daily digital stories will be separately sponsored, per New York magazine.

Tekserve, New York City?s largest independent Apple consultancy and retailer, is the official launch sponsor of the iPad app.

New York magazine worked with The Wonderfactory on the creative work behind the app, in conjunction with touchscreen publishing pioneer Mag+. 

?We want our content to be available and easily readable on every device,? Mr. Silberman said.

?The Cut, our fashion, beauty and women?s lifestyle site was built responsively; Vulture.com, our entertainment site, released mobile templates last summer and will be creating a responsive desktop/tablet experience later this year; we have responsive pages for viewing our restaurant, bar and store listings on mobile and tablet,? he said.

?As the year goes on, more and more of our content will be optimized for viewing on any device.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York