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Conde Nast Strikes Subscription Deal with Apple

The New Yorker now available, seven more titles in coming weeks.



TJ Raphael By TJ Raphael
05/10/2011

Magazine giant Conde Nast has reached an agreement with Apple, Inc. on digital subscriptions of The New Yorker and seven other titles that will debut in the next few weeks.

Subscriptions for the publications will be available through iTunes and in the App Store. Those who subscribe to the print publication are granted immediate access to the digital editions throughout the life of their current print subscriptions, while new print subscribers will get both paper and digital access.

"The iPad has created an incredible new way for readers to experience our award-winning magazines. Over time, we'll see subscriptions leading to greater and greater scale, helping to drive overall industry growth," says Conde Nast president Robert A. Sauerberg, Jr. in a statement.

Apple and many publishers have been at odds about the consumer data available to publications and the 30 percent fee the technology company charges, as reported by AD's sister publication, FOLIO:Magazine. Over the past week, however, Time Inc., Hearst and now Conde Nast have all reached agreements with Apple.

"We are confident that we will have the data we need to make this a strong business long-term," according to a spokeswoman from Conde Nast.

The other Conde Nast titles that will soon have iPad subscription models include Vanity Fair, Glamour, Golf Digest, Allure, Wired, Self and GQ.

The New Yorker and these other titles will have the ability to optimize data collection. Apple has a standard prompt for subscription offerings that allows consumers to opt-in to share their information. This new subscription model will have a second prompt that comes during the purchasepath that asks a reader to share their e-mail address and establish a log-in in order to access additional content.

The additional content includes, in the case of The New Yorker, the Web based edition available at NewYorker.com and archives of the magazine dating back until 1925. The second prompt is a second opportunity to encourage a reader to share their contact information.

Additionally, the publication could gain more consumer data if print subscribers take advantage of the iPad versions; Conde Nast owns the relationship when a print subscriber activates the digital editions. There are about 1 million print subscribers to the magazine, all of whom have access if they so choose.

The bundled subscriptions (Web site, iPad and print access) will allow for data collection optimization when users buy directly from NewYorker.com because Conde Nast will have direct access to a consumer's information.

"The fact that we're offering the print digital bundles on our sites for the same price as the digital only edition through iTunes is certainly attractive and compelling for us," the spokeswoman says.

When asked about the 30/70 percent revenue split and whether or not it is applied in this case, Murphy declined to discuss the revenue details of the agreement.

According to a news release The New Yorker's weekly iPad editions are available through in-app purchase at the App Store, on iTunes and include password access to the Web-based edition for $5.99 per month for four issues or $59.99 per year. The Print and digital bundled subscriptions available at NewYorker.com are $6.99 per month for four issues and $69.99 ayear.

The other seven titles will be $1.99 per month or $19.99 per year through in-app purchase at the App Store.

TJ Raphael By TJ Raphael
05/10/2011







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