Mag Bag: 'Economist' Debuts App


Economist Debuts App

The Economist is coming to the Apple iPhone and iPad through two new apps tailored for these devices. The apps combine free and paid content, including a free sampling to lure users into buying the latest full issue of the magazine, which will be available for purchase through the apps beginning every Thursday for $5.99.

After the reader purchases the full edition, it is downloaded to the device so they can read it even when they are out of Internet range. People who already subscribe to The Economist's print or online digital editions can get full, free access to the iPad and iPhone editions using their existing account information.

John Micklethwait, editor in chief of The Economist, stated: "We have reformatted the newspaper to make the most of iPad, iPhone and iPod touch while retaining the familiar feel of The Economist, with all the articles, charts, maps and images from each week's print edition. And we have integrated our audio edition, read by professional newscasters, for easy switching between reading and listening."



Apple May Prepare iPad Subscription Model

There are persistent rumors that Apple is preparing a subscription model for periodicals publishing on the iPad. This would address one of the main complaints voiced by publishers about the cutting-edge tablet computer: They can't market subscriptions to iPad users without access to some of the information Apple collects about iPad buyers. One report suggests that Apple will introduce the new subscription option, which includes sharing preliminary information about iPad buyers, at a public presentation by Steve Jobs on Dec. 9.

Jet, Ebony Will Return To Rate Base In 2011

Jet and Ebony will hit their rate base figures again in 2011 after missing them in 2009-2010, per Folio:, which quoted Johnson Publishing CEO Desiree Rogers as saying: "We're working hard on our circulation, and we've given a lot of thought to the fundamentals of the business."

In the second half of 2009, Ebony's overall circ of 1,169,870, as reported by the Audit Bureau of Circulations, was about 6.5% off its rate base of 1,250,000. Jet's circ of 795,055 was about 12% of its rate base of 900,000. Folio: noted that the publisher didn't file data in time for the ABC report covering the first half of 2010, but cited other ABC data indicating the titles were still below target.

Chelstowski Leaves EW

Entertainment Weekly has lost another publisher; Ray Chelstowski is leaving the Time Inc. publication after 18 months on the job. Chelstowski was the sixth publisher to head EW in seven years, replacing Scott Donaton, a former publisher of Ad Age. Like many other magazines, EW took a hit over the last couple of years, with ad pages tumbling 45% from 1,749 in 2006 to 966 in 2009, according to the Publishers Information Bureau.

However, the title appeared to rally under Chelstowski's leadership over the last year, with total ad pages in the first nine months of 2010 increasing 26.7% to 806, per PIB. Chelstowski also oversaw a number of high-profile, innovative ad placements, including video players inserted into the print magazine. No replacement has been named.

Barr Leaves OK!

Everything is not okay at OK!, judging by the continuing turnover in the top ranks of the celebrity glossy. Publisher Stephen Barr resigned after just seven months on the job, and just two months after former editor Mark Pasetsky was shown the door. Barr's departure comes despite a 20% increase in ad pages in the first nine months of 2010 -- from 677 to 813, according to PIB. The growth rate appeared to slow as the year went on, with a modest 2.15% increase in the third quarter, to 253 ad pages.

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