Hearst Opens 'App Lab'

A lot of ink has been spilled over the varying 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 Magazines, 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 towards an internal development strategy.
 
Hearst