Time Inc. launches Entertainment Weekly on iPad
Publication uses Free Article Preview to pique reader interest before purchase
Last week, Time Inc. launched Entertainment Weekly on the iPad, allowing readers to immerse themselves in the publications’ new interactive tablet format. Using Digital Publishing Suite, the title engages readers with interactivity – through video, animations, slideshows and more – allowing the brand to bring to life the celebrities, TV shows, movies, music and books it covers.
In order to drive reach, readership and revenue for its content, Entertainment Weekly uses the Free Article Preview feature from Release 26 of Digital Publishing Suite. Upon opening the app, readers are greeted with a designed custom storefront that displays issues for browsing and purchase – all merchandised in the look-and-feel of the Entertainment Weekly brand. Readers can then download specific articles that the publisher marks as “free” in order to preview and sample selected content before purchasing. Free Article Preview allows Entertainment Weekly to pique reader interest with free content, and then when a reader swipes to a non-free (“protected”) article, he or she is presented with a prompt that encourages purchase or subscription. This way, readers can “try before they buy”, and Entertainment Weekly can drive greater readership and revenue.
Learn more about the Entertainment Weekly iPad app through the links below.