• by Mark Walsh  @markfwal, August 8, 2011

Expanding its mobile franchise, The New Yorker has launched a free app that extends its "Goings On About Town section to Apple and Android devices. The mobile version of the magazine's cultural listings includes features tailored on-the-go users: maps for each event, GPS locations, and links to buy tickets and contact information for venues.

The app also lets users filter listings by date and location and keep a list of favorite events, as well as share information with friends via email, Twitter, Facebook and Foursquare.

"The app is not intended as a replacement for the section in the print magazine," explained Goings On Editor Ben Greenman, in a blog post introducing the new app. But as an alternative, it adds more than just mapping and location tools. It also provides content not found in the print "Goings On" section, with the magazine's artists and writers highlighting favorite attractions and things to do.

In the launch edition, for instance, Susan Orlean revisits the Temple of Dendur, in the Metropolitan Museum of Art, while cartoonist Roz Chast describes the Tiny Doll House, a unique Upper West Side shop, and architectural critic Paul Goldberger walks the High Line. In addition, "Goings On" editors will offer running commentary of cultural happenings through a Twitter feed within the app.

Sponsoring the new app exclusively for the first year is MasterCard, whose logo appears on the splash screen when the app launches. MasterCard banner ads also appear on the landing screens for specific areas within the app, including Critics Picks, On The Horizon, My Favorites, and the "By Location" search tool. Every third screen of listings also shows the card giant's branding.

Earlier this month, The New Yorker said that the iPad edition of the Conde Nast-owned magazine had attracted 100,000 readers since subscriptions became available in May. That total included 20,000 who bought digital subscriptions for $59.99 a year, and 75,000 existing print customers who downloaded The New Yorker app for free. Several thousand more users bought single issues for $4.99 each via the Apple tablet.

The New Yorker launched its iPad app last September. Separate iPhone apps have also been created showcasing New Yorker cartoons and providing information on the magazine's annual cultural festival in the fall.