In an effort to push consumers toward eventually purchasing subscriptions rather than single issues of its iPad magazines, Condé Nast is going to raise the price of GQ and Vanity Fair in the next few weeks.
Peter Kafka says that GQ will go from $2.99 to $4.99 an issue and Vanity Fair will go from $3.99 to $4.99. The price increase comes in connection with Condé Nast moving their iPad publishing system to one created by Adobe, rather than the current one that is produced in-house. Readers will be asked to download the new app when it becomes available.
Wanting to shift consumers to subscriptions is a good idea, but there’s one (big) little problem, says Kafka:
But that’s not going to be happening at iTunes anytime soon, because none of the big magazine publishers have shown any inclination to accept Apple’s subscription rules — at least for titles they’re already selling in paper form.
It’s one thing telling readers prices are going up, but then adding the tempting discount a subscription would get them, it’s quite another to raise prices and say, “You’ll get a deal soon! Maybe! We think!” That’s like your favorite pizza place raising the price of slices, but telling you it’s okay because pies – which they can’t make right now because they’re waiting on new ovens to arrive – are getting cheaper.
People don’t like when you mess with their pizza, Condé.