The New Yorker said that it has 100,000 iPad readers, including 20,000 who have paid a $59.99 subscription fee for the year, the NYT reports.
That’s $1.2 million in revenue for what is essentially the same product as the print magazine.
It proves, the Times said, that iPad apps don’t have to be complementary to the print product, with extras or video ads. The iPad app can be the print product.
“There are some bells and whistles, but we’re very careful about that. We think about whether or not they add any value. And if they don’t, out the window they go,” Pamela Maffei McCarthy, the magazine’s deputy editor, told the Times.
In fact, the New Yorker app is outselling every other Conde Nast app out there, including the much-lauded Wired. It helps that demographics for iPad owners (wealthy consumers of news) are similar to the demographics of New Yorker subscribers. It could be that the New Yorker’s text-heavy format works better on a tablet than a magazine with “highly stylized photo shoots and sleekly designed page layouts.”
But can we say again: $1.2 million in revenue since subscriptions became available in the spring. And yes, someone needed to get paid to develop the app, but it’s not a complicated app, with just a few extras (one such extra links to primary sources from articles). This is good news for digital media all around.