Monday, 17 January 2011 00:00
The iPad continues to frustrate magazine publishers who counted on the Apple tablet as a digital lifeline for their ailing traditional businesses. A key sticking point has been Apple's reluctance to allow publishers like Hearst and Conde Nast charge for subscriptions for iPad editions of their titles, as they do offline.
A New York Times story today highlights that publishers feel having to charge on an individual basis (typically at the same cost as a print copy) is holding back their progress in attracting readers to the iPad. Only a select few publications, such as The Economist and News Corp.'s soon-to-launch iPad-only newspaper, The Daily, are able to sell their apps on a subscription basis.
Underscoring the unwillingness to plunk down $5 for a magazine issue in the App Store, a new study by research firm Knowledge Networks appearing in Ad Age found 86% of iPad owners said they would be willing to accept ads to access free content such as TV shows and magazine or newspaper articles. Only 13% said they were willing to pay any fee for iPad content, and only an extra $2.60 on average.