Men’s Health, which has been active in developing Men’s Health-branded applications for the iPhone, has rolled out a Eat This, Not That app that at $4.99 stands out when most paid apps cost under a buck.
MH senior editor Matt Bean has been leading the magazine’s iPhone app strategy. He said the ETNT app’s comprehensiveness and consumers’ willingness to pay more for apps at the Apple App Store fed into the decision to charge a high price—while acknowledging that the strategy carries risk.
“Brand equity is important,” he said. “If you have Eat This, Not That, people are usually willing to pay more for it. But you also have to look at what you can get for free. The apps marketplace is fickle. If you’re asking them for $4.99, you have to be able to deliver.”
The ETNT app, an extension of the eponymous book series by MH editor David Zinczenko with Matt Goulding, translates the books’ supermarket and fast-food menu recommendations to the iPhone platform. Other features include content updates, a calorie tracker and emailable shopping list.
The ETNT app is MH’s fourth; its other paid apps include a workout app for $1.99 and its Jimmy the Bartender drink recipe app for $2.99.
Bean also said MH planned to tweak the prices of its apps in the coming months. He declined to be specific, but noted that running sales is a common way of boosting downloads.