Hearst Magazines Join Apple's 'In App Subscription' Program

093804 esquire popular mechanics o

The Wall Street Journal reports that Hearst Corporation has agreed to Apple's terms for in app subscriptions, making plans to begin selling subscriptions to several of its magazine titles beginning with their July issues.

Starting with their July issues, iPad apps for Esquire, Popular Mechanics and O, The Oprah Magazine, will be available through a service from Apple that allows customers to sign up for subscriptions inside the apps and get billed automatically. Subscriptions to all three publications will be sold for $1.99 a month or $19.99 a year.

Only a few publications have begun using Apple's iTunes subscription service, launched in February. Hearst is the first major magazine publisher to commit to selling subscriptions to multiple titles through it.

Hearst noted that it will also offer subscription access to its newspaper titles and other content in the future.

The development marks another significant victory for Apple in its push to bring magazine content to the iPad. Just days ago, it was revealed that Apple and Time Inc. have struck a deal to allow subscribers to the print editions of Sports Illustrated, Time, and Fortune to access the digital editions of those titles on the iPad free of charge. Time has yet to commit, however, to offering standalone iPad subscriptions for those titles.

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Top Rated Comments

steviemax Avatar
153 months ago
Zinio

How is that economically viable when you can purchase Ipad subscriptions, through Zinio, for $8 (Esquire) and, $12 (Popular Mechanics) ??
Score: 4 Votes (Like | Disagree)
grahamwright1 Avatar
153 months ago
It's still a tough sale when you can get a year's subscription to the print edition for $6 to $10, so I'm not interested in paying $19.95 for a year's subscription that eliminates the paper and physical distribution costs. Until the annual iTunes subscription is in the same range as the discounted print subscriptions, the market is going to be limited here.
Score: 4 Votes (Like | Disagree)
fjfjfjfj Avatar
153 months ago
It's still a tough sale when you can get a year's subscription to the print edition for $6 to $10, so I'm not interested in paying $19.95 for a year's subscription that eliminates the paper and physical distribution costs. Until the annual iTunes subscription is in the same range as the discounted print subscriptions, the market is going to be limited here.

Absolutely right. And what I hate to see is these companies come out in six months and say the iPad model does not work. There will be low demand because people aren't willing to pay $19.99 a month for something they can get for $10 a month and the consumer knows the publisher is able to produce it a lower rates.
Score: 3 Votes (Like | Disagree)
rdowns Avatar
153 months ago
These companies don't get it. Their readership is aging and dying. They're trying to attract a younger audience by offering them digital subscriptions at a higher rate than print subscriptions. Do they employ marketing people?

Here's my free marketing advice to these idiots. We know your money is made based on selling reader demographics. Offer the subscriber something (longer subscription, exclusive content) in exchange for them agreeing to provide demographic information.
Score: 3 Votes (Like | Disagree)
Lesser Evets Avatar
153 months ago
They don't understand: what do they provide that people would pay for?

Who buys magazines anymore when the news/info they give is sloppy, old, and an excuse to have ads on every other page? $5 a pop or $1 a go, it's intrinsically worthless. They need to try harder with what they provide to set them apart from flyers delivered for free in my mailbox.
Score: 2 Votes (Like | Disagree)
lazyrighteye Avatar
153 months ago
Wow... Pricing structure...
Short. Sighted.
Score: 2 Votes (Like | Disagree)

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