August 3, 2011
For the first time, Condé Nast has released sales figures for the iPad edition of The New Yorker created with Adobe Digital Publishing Suite. In a story published in Monday’s New York Times, Condé Nast revealed that it now has 100,000 iPad readers of the digital magazine. Conde Nast released the first digital edition of The New Yorker in September 2010, and subscriptions on the Apple mobile platform were enabled earlier this year. So far:
- Approximately 20,000 people have purchased digital subscriptions at $59.99 per year
- More than 75,000 additional existing print subscribers have activated their free iPad subscription
- On average, several thousand iPad users buy single issues for $4.99 each week
It’s exciting to see publishers having success in this early but growing market. Magazines are experimenting with layouts and interactivity that work best to deliver the optimal reading experience on digital devices. The New Yorker went with simple interactivity while WIRED makes innovative use of dynamic content and sophisticated interactivity to draw readers more deeply into stories. While the publishing industry continues to try different business, editorial and advertising formulas for sustainable success, we expect that readership of digital content on devices will only continue to expand. Clearly, when publishers are able to offer subscriptions coupled with print + digital bundles, the number of readers can quickly multiply into a sizable number. Our goal with Digital Publishing Suite is to provide tools and features that enable publishers to innovate and build a profitable digital publishing business long-term. As an example, the Enterprise Edition of Digital Publishing Suite supports multiple options for monetizing content including in-app single issue purchase through Apple’s iTunes store, subscription sales through iTunes or Condé Nast’s website, and print subscriber authentication through support for direct entitlement in the publisher’s application.
This is just the beginning. There is a general expectation that reading content on devices will continue to grow over time. We look forward to many more success stories in the near future!