Major sponsors back launch of News Corp.‘s ‘The Daily’ iPad newspaper

ZaggMate“In the coming weeks, News Corp. is set to unveil one of its more audacious content bets in recent years: The Daily, a newspaper designed for the iPad,” Michael Learmonth reports for AdAge.

“Conceived by News Corp. Chairman Rupert Murdoch, who negotiated directly with Apple CEO Steve Jobs, the publication breaks new ground in a couple of ways,” Learmonth reports. “First, it’s one of the biggest bets on traditional journalism in years on any platform — 100 writers, editors and designers have been hired for the project — since Conde Nast sunk $100 million into Portfolio magazine. Second, it will break the logjam that has bedeviled publishers attempting to move their subscription models to the iPad… In a sign of how complex this is for Apple and for News Corp., AllThingsD reported the planned launch this week was delayed as the partners work out the kinks.”

“But one thing has fallen into place for The Daily: an impressive array of launch sponsors, including Macy’s, Verizon Wireless, Land Rover, Pepsi Max and Virgin America, according to people close to those deals. In addition to sponsoring the project, they’ll help The Daily get off the ground by offering incentives for their customers to download the app, such as frequent flyer miles from Virgin America,” Learmonth reports. “Apple has an initial exclusive window for The Daily, but over time the newspaper will be adapted to a fast-proliferating category of iPad-like tablet devices… The Daily will have a multi-story front page, but magazine-style layouts within, as well as graphics that take advantage of the iPad’s capabilities in terms of rotating, pinching and swiping and video culled from News Corp. outlets.”

Learmonth reports, “The close association with Apple does not mean The Daily will be taking iAds; rather, all advertising on The Daily will be sold directly and served through New York-based mobile ad company Medialets, which is providing the technology for the ads as well as the metrics back to advertisers.”

Read more in the full article here.

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

14 Comments

  1. Not sure why this is BIG news. Until, unless, they get subscription payments flowing through iOS it’s “another” digital newspaper. Here’s hoping they’ve figured it out…with ’s blessing!

  2. @Spudly
    I think it is the subscription/daily delivery that is indeed the unique aspect of the The Daily. If Apple can make the monetization and deliver smooth and easy, it hardly matters what people think of The Daily’s content. If Apple can prove this model, Katy, bar the door! There will be an avalanche of well known titles hitting the iPad. The beginning of the end of mainstream dead tree communication will have started in earnest.

  3. When I lived in London and travelled to work on the Tube I liked the idea of my morning paper on a ‘device’. So much more convenient than a massive broadsheet B&W newspaper.

    We’re talking pre net and way before home computing. It was a futuristic sci fi view of the world.

    Now it’s here.

    Unfortunately it’s from that a**hole Murdoch. (Steve what were you thinking?)

    Fortunately I no longer commute. I live by a beach in Australia. I don’t need it. Thanks but “no” thanks.

  4. “and video culled from News Corp. outlets.” Well, that pretty much seals the deal for me. Most “News Corp outlets” have nothing to do with news and everything to do with making Murdoch more money by pandering and fear mongering. Even some conservative pundits have figured it out: As the Republican political analyst David Frum put it, “Republicans originally thought that Fox worked for us, and now we are discovering we work for Fox.”

  5. I get the Washington Post e-replica on my iPad every day
    including Sundays for $100 a year through PressReader.
    ‘The Daily’ would cost $361 a year. Tell me Murdoch is
    joking.

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