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BREAKING NEWS & VIEWS
iPhone Mags Are a Quick Hit .jpg) World app, also powered by NearbyNow, was named an Apple “Staff Pick” last week. Both products let users shop a catalog of goods and locate stores nearby that have the specific items in stock. NearbyNow says that typical users of the Seventeen Fashion Finder are viewing 13 products per visit. Actually, Seventeen’s unseating of Zippo is no small matter. The Zippo app is legendary as one of the most downloaded applications for the iPhone platform, with over 5 million installations. Although the Zippo app is getting a bit long in the tooth, it has remained the most popular in its category for nearly a year. Seventeen and Runner’s World are not the only magazine brands faring well as mobile apps. The new SI Swimsuit 2009 program is still ranked as the 10th most popular paid application in the Lifestyle section of the App Store. People’s “Celebrity Tracker” is 11th among paid apps in the Entertainment category. The Men’s Health Workout is the third most popular paid app in the Health and Fitness section. And several ESPN brand apps are among the most popular in the Sports category. While the popularity of branded media apps in the Apple App Store seems to be a testament to the power of recognizable brands in a cluttered environment, high download rates do not necessarily translate into positive user response. The Seventeen Fashion Finder has an average rating by users of only 2.5 out of five stars. A number of people claim the product selection is limited and that better non-branded apps are better. The ratings game in the App Store is an odd animal, however. IPhone and iPod Touch users are only prompted to rate an app when they delete it from their deck. Otherwise, a user of the app has to go into the iTunes software on their PC or Mac and deliberately rate an app. As a result, it is likely that the system favors negative reviews. Nevertheless, high negatives can indicate short-lived fame for an app. Many magazine brand applications will be rolling out in coming months. Developers like NearbyNow and ScrollMotion are working with a number of magazines to mobilize print. It will be interesting to see how some of the rival titles fare when they go head to head on the mobile platform. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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