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BREAKING NEWS & VIEWS
Rodale Claims iPhone Victory  been impressive and fast in recent months. While titles like Esquire and GQ launched high-profile full-issue versions of their magazines on the mobile platform in recent weeks, Rodale has been pursuing a different strategy with a broad series of branded task-specific apps. The latest, “Eat This, Not That,” has topped the Healthcare & Fitness paid app chart in the iTunes App Store, Rodale announced today. The $4.99 pocket guide to better food choices takes the Rodale book and Men’s Health magazine franchise on the road. It lets users look up the dietary stats on most dishes at major chain restaurants and supermarkets and locate the healthiest alternatives. While the app is being subjected to radically divided reviews (2.5 stars), it broke into Apple’s list of highest-grossing programs over the weekend and was among the top 50 best-selling apps storewide, Rodale reports. Rodale now has a dozen apps in the Apple Store for iPhone and iPod Touch. They range from personal workout trainers under the Men’s Health and Women’s Health brands to more whimsical items like the Jimmy the Bartender and Instant Wingman apps for bar hoppers. Rather than translating the full magazine content experience to mobile, Rodale has followed a different strategy of converting some of its magazine and book franchises into on-the-go tools that map against mobile users’ needs. On Jan. 26, a min Webinar will drill deeper into Rodale and other magazines’ mobile strategies. Sean Nolan, Rodale’s VP of Online Operations and External Online Marketing, will participate in “Mobile + Magazines = Money: How Media Brands Are Already Profiting From the Next Dominant Platform.” If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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