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Bloomberg Business Week presents new iPad app

Bloomberg Business Week presents new iPad app

Interested in Bloomberg Business Week? There's an app for that. The magazine launched its iPad app today, April 11. Print subscribers get the application for free while non-subscribers pay $2.99 a month subscribing via iTunes, reported Business Insider. A print issue subscription at newsstands is $4.99.

Many other publications have been reluctant to sign with Apple. Business Week is the first business publication to accept Apple's terms. The head of the mobile team Oke Okaro said to paidContent, "We are very pleased with Apple's terms." Other publications have faltered after hearing of Apple's 30 percent cut and restrictions on pricing for other offers. Despite the conditions, Popular Science, one of the first magazines to sign on to the iPad, and has reported success with its app in the last few months.

Publishers have also been reluctant to let Apple keep their costumer information as having those statistics can help with development and advertising. Okaro said that information was still available to the publication through other opportunities, such as reader surveys.

The app isn't incredibly jam-packed with new features; rather it's a digital version of the print magazine. It does, however, have an introductory video with editor Josh Tyrangiel. Users can also get information from other Bloomberg products. For example, clicking on a company accesses its stock information, performance history and recent news. Users can also search and select text, something many magazines have surprisingly overlooked. Sharing articles through social media like Facebook leads non-iPad users to the Business Week site rather than giving them a screen shot from the iPad, making reading the articles much easier.

As Business Insider points out, some people might not be inclined to buy the app because the stories are already available for free on the website. Those who wants a magazine feel and better formatted articles will enjoy the application.

All Things Digital reported that Bloomberg had no plans to expand into other platforms such as the Android. 17 percent of its readers already have iPads.

Okaro said, "We see the website as something more for breaking news, while the app is more like the experience of the magazine. We recognize that there is overlap among the audience for all versions of BBW and that's reflected in this app. We're simply looking at where our audience is going and we're following.

"The iPad is the most important place to be right now, and that's where we're focused."

Sources: All Things Digital, Business Insider, paidContent



Meghan Hartsell


2011-04-11 18:26

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