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BREAKING NEWS & VIEWS
SI Swimsuit 2012 Claims Full Court Digital WinFriday, February 24, 2012 At Sports Illustrated, the annual Swimsuit extravaganza has mushroomed throughout the 2000s into a  multi-platform full court press of content and advertising. Dropped onto newsstands last week on Valentine’s Day, the SI Swimsuit print issue is but a hub for TV, Web, video on demand and now mobile app and tablet content. The brand claims another winning result just a week into the campaign. Fed now from Web and mobile/tablet platforms, SI Swimsuit video enjoyed a record-setting 34.5 million views in a week. This comes off of a second best ever audience reach (in the last 5 years) of 4.9 million unique visitors. The Swimsuit content has already generated 88 million page views. SI has been issuing Swimsit apps since the iPhone smartphone platform has been available to it. This year that presence on iOS took several forms. The core freemium SI Swimsuit 2012 app focused only on the models and offered paying customers premium access to all the models and 360-degree animated views of select models. The app received 482,000 download in a week. But even more revealing is that despite a steep increase in the premium price in the app from $1.99 to $6.99 since last year, the publisher says that the number of premium upgrades was on par with last year. As of Friday Feb. 24, the SI Swimsuit 2012 iPhone app was still the most popular free download in the sprts category and was still the top grossing app in that category. The digital edition of the special issue Swimsuit Issue was also available for iPad. SI does not share download/sales numbers on the number of issues the Swimsuit special sold. The magazine app was considerably enhanced, with embedded video and slideshows. Five advertisers bought into the Tablet edition as well, many with signficantly enhanced versions of the print programs. Finally, SI had a mobile code viewing app that could be used on select pages of the issues to trigger videos of the corresponding models. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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