Hearst Opens App Lab

A lot of ink has been spilled over the various approaches to developing magazine iPad editions and how publishers are fighting with Apple over subscription sales, but less about how publishers should organize themselves internally to prepare themselves for the tablet computer market.
 
Hearst, at a breakfast meeting this week for the ad community to kick off its “App Lab” think tank, pulled back the curtain on its strategy. While Esquire’s app was created with help from an outside firm, Hearst is leaning toward an internal development strategy.

Among the details shared:
 
Hearst has 20 people working on an App Lab team, which is overseen by Chris Wilkes, vp of audience development and digital editions.

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