The new iPad App for The Australian Financial Review launches today with a wraparound for the newspaper. I don’t mind the wrap around as it presents the page one story of the day as it appears in the iPad edition today. Very smart.
I know some newsagents are upset that Fairfax is promoting the iPad App using the print product. I understand the frustration. The thing is – how else could / should they promote the new platform? It makes sense even though it is an invitation to migrate from print.
The pricing is appealing for people to get the print and digital editions so newsagents should be happy to see this.
I have been sent a promotional video for the AFR iPad App.
We need to understand that the digital platform will not go away. Consumers have embraced it and publishers need to get there if they are to have a future. The end game for some newspapers will be a complete migration. Given the penetration of iPads in Australia, I’d expect the AFR to be a strong candidate for complete migration from print to digital at some stage. That’s certainly a goal I would have if I were Fairfax.
It is difficult for newsagents to deal with long-term suppliers apparently turning their backs on our channel. The reality is that such moves should not come as a surprise. We can complain or we can embrace the changes we see. Some newsagents are doing this in their businesses with wonderful success.
What we have seen happen with the AFR today is exactly the same News in doing with The Australian and the Herald Sun. Newspaper publishers are doing what they need to do. We should do the same.
DISCLOSURE
On Monday night I received an email from Fairfax about the iPad App. It started off:
Dear Mark,
The Financial Review app for iPad® is now available from the Apple app store. Click here to install your copy now.
We’re keen watchers of the digital space, and are familiar with your work on newsagencyblog.com.au. Our new app for iPad has an array of features developed for a wide market – but certainly, it will provide a valuable tool for small business owners looking for the edge needed in the current, often tricky, economic climate.
So, when choosing 20 bloggers who we think are leaders in the blogosphere for subject matters and audiences relevant to the launch of this revolutionary app, we thought of you. We’re pleased to provide you with a 12 month complimentary digital subscription featuring complete access to afr.com and the new Financial Review app for iPad (valued at $680), and a giveaway of two 12 month digital subscriptions for your valued readers (valued at $1,360).
I was not a subscriber to the App and will certainly engage with it and get first-hand experience.
The email also offered a couple of subscriptions to give away:
To give your readers the chance to win their own digital subscription for the app, please see the attached file, “FINANCIAL REVIEW APP for iPad – EXCLUSIVE GIVEAWAY.pdf”. This has all the steps you need to know in order to run the competition from your website and social media pages.
I am not sure about running the competition here to give away two digital subscriptions. I’d appreciate feedback on this.
What is it that makes you hesitate, Mark? I’m sure you have readers who would also like a chance at a free subscription to test out the app.
Mark, you are going to be damned by some if you do and damned by some if you dont.
I say go for it, maybe even make a competition of it, i.e, in 25 words or less debate print vs digital.
Al
Or maybe a caption contest for the photo of the clown on the front cover of AFR…….
Since I don’t have an iPad, can you ask Fairfax to throw in a couple with the subscriptions? 🙂
Steven I think this is what some publishers will do with the right title.
pick me, pick me lol, just got a ipad on monday, still trying to work out all its little tricks, not getting much work done lol
how do i go about loading retailer up on it?
Interesting.
Sure beats a prepaid Weekly Times subscription.
Okay, competition will be up tomorrow.