Time Inc. has big plans for Apple’s revolutionary iPad

invisibleSHIELD case for iPad“Magazine publishers are jumping on the Apple iPad app bandwagon in droves, and arguably for good reason. It’s a sleek, nifty device that not only has captured the attention and imagination (and dollars) of consumers but also is a vibrant new platform for distributing content,” Jason Fell blogs for Forbes.

“At Time Inc.—which already has launched apps for Time and Entertainment Weekly—the vibe among upper management is of sheer enthusiasm,” Fell reports. “By upper management, I’m referring specifically to CEO Ann Moore.”

Fell reports, “During parent company Time Warner’s “Investor Day” last week, Moore updated attendees on the division’s recent performance (it reported an operating income of $50 million during the first quarter 2010, versus a loss of $32 million during the same period last year) and gushed about providing paid content through mobile and portable devices. In addition to the Time and Entertainment Weekly apps, Moore said the company is readying several more from its other magazine brands, including a People app and food, beauty and cleaning apps for Real Simple.”

Full article, featuring soundbites from Moore’s presentation and the Q+A session that followed, here.

[Thanks to MacDailyNews Reader “Brawndo Drinker” for the heads up.]


  1. My wife would love a People app. I of course would hate it as it would increase competition over using this magical device. I would only implore Time to get it’s head straight on pricing structures and subscriptions. If this isn’t corrected the red ink will be gushing once more and not Ann

  2. Publishers are going to have to accept the need for them to foot the bill of development during the transition from full print to full electronic. They should be rewarding those willing to buy the hardward (iPad/iPhone) to consume electronic media, not penalizing them with exorbitant prices. Yes, they are spending money for a relatively small group of buyers now, but they need to create the PULL for people buy the hardware to make reaching the critical tipping point possible. No guts, no glory publishers.

  3. Unfortunately, publishers think that all these iPad users are going to pull their bacon out of the fire but they don’t realize that there will be a few people buy their magazines at first, as a nolvolty item, but no one in their right mind is going to keep paying WAY for for an electronic version of a magazine than a paper version. They just as well need to start thinking along those lines and prepare for it becasue Mac users aresn’t so stupid that they’ll continue to pay premium prices for an ad filled electronic version of a cheaper paper product.

  4. Translation: Our old bandwagon fell apart thanks to our own stupidity so now we need to jump on a new one! We’re also really, really excited because we think we can put a brand new digital bow tie on all of our old fishwraps, charge $5 an issue, tie some old articles together into a pretty new app and sell those at a ridiculous price, and get people to suddenly want to buy it all despite the fact that we couldn’t almost give any of it away before in fishwrap form.

    But what do I know. I mean, look how well all that money they spent on AOL worked out, right?? Come on, say it together now: Synergy!

  5. The price I’m willing to pay depends on value, not some mythical number pulled out of some north-bound poster’s south end. If the eMag is electronically indexed with individually savable articles AND has interactive parts of real value (unlike the incredibly lame Flash slideshows that eWeek is in love with that hides their lack of research and content), then I may be willing to pay more than $5 an issue. I regularly read the Economist and would welcome an eMag from them rather than the paper that piles up each week in the recycling bin. For technical/scientific/academic work, an eMag would be wonderful.

  6. The problem with paying premium prices for digital versions of newspapers and magazines is you can’t line your bird cage with the digital version after you’ve read it. Maybe the app could include a print function to let you print cage liner?

  7. @ ob1spyker

    For People, $5 is way too low—they’d have to *pay* me a lot more than that to read that drivel. ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

  8. @ lurker
    You also can’t use a digital version as packing material when you move.
    This could have severe ramifications in the future. ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

  9. Don’t sweat it. As soon as products become digital, then market forces take charge. Sellers pretty quickly find their “sweet spot” at which pricing point the volume of sales produces maximum profit. That, by definition, becomes the “market price”.

    Consumers factor in their “value” considerations, such as convenience (mobility), useability, ecological considerations and quality of content. The market will sort it out…but prices WILL go down, compared to the paper price.

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