Magazines Primed to Ride iPad Wave

Friday brought a rush of activity as magazines scrambled to be among the first to launch on the much-anticipated Apple iPad when it goes on sale April 3.
Among them are Rodale’s Men’s Health, which is launching on the iPad with its April issue ($4.99) with Web connectivity, exercise videos and social networking capabilities. Men’s Health said its app would be followed by Women’s Health on the iPad with its May issue.
Time Inc. is making its iPad debut with flagship Time magazine, whose iPad app will contain the full contents of the print version, plus a live newsfeed. Price: $4.99 per issue.
Popular Science, also launching at $4.99 per single issue, is calling attention to its iPad version’s silent mode, flowing navigation and in the future, social networking feature. Parent company Bonnier said more of its titles would follow on the iPad in the coming months.
So far, pricing of publications’ iPad versions covers a range. USA Today’s app will be free for 90 days, courtesy of a sponsor, Courtyard by Marriott. The app will be available thereafter as a paid subscription.
Others are pricing their single copies at the same price as the print single copy. Hearst’s Esquire reportedly was going to launch at $2.99 per issue when it comes out later in April, but the magazine said the price hasn’t been finalized. A subscription version of Pop Sci will be available in two months, price undetermined.
Magazines also are counting on ad revenue to support their iPad apps. Men’s Health has Gillette as its launch sponsor, while Time named several, including Lexus, Fidelity and Korean Air.

Publish date: April 2, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT