2011 could be characterized as a year of experimentation as publishers examined how to best create, market and distribute their magazine apps. This year, that experimentation is slowly coalescing into early business models. Publishers have a better handle on who their app audience is, how they engage with the brands and how they’re responding to pricing and marketing, paving the way for long-term strategies around app development and distribution. Still, there are decidedly competing interests with regard to whether digital magazines should drive revenue, deeper brand engagement or both, and the outcomes of these strategies will have a tremendous impact on the market in the years to come.

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