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BREAKING NEWS & VIEWS
Top Magazine Money Makers in the iPad App StoreWednesday, June 22, 2011 Maybe it is the new subscription model in the App Store? Perhaps it is just Apple making nice with publishers after  seeming to have dissed the media world for so long. But whatever the motives or the reasons, even a cursory glance at the Apple App Store (especially for the iPad) shows something akin to a magazine newsstand. The place is sick with titles. Yesterday (June 22) Disney’s Family Fun and Condé Nast’s Brides were featured in the rotating marquee – both of course offering subscriptions models from which Apple gets its cut. But also featured we find Food Network, ELLE, Self, Popular Science, Glamour, Vanity Fair, New Yorker, Popular Photography, Allure, Spin Play, Nylon, Bloomberg Businessweek and MSLO’s Whole Living Smoothies. It almost goes without saying (but it should be pointed out) that Apple appears to be rewarding the magazines that are opting into its controversial subscription model with iTunes promotion. One is hard pressed to find titles in this promotional mix that are not offering app subscriptions. We wondered whether this higher visibility on the App storefront is connected in any way with sales success. "Absolutely," says Chris Wilkes, Hearst's VP of digital editions. "Promotion by Apple can drive significant spikes in volume. Clearly Apple is putting muscle behind magazine brands and the in-app subscriptions they rolled out earlier this year. They'll go even further later this year when they roll out the Newsstand they announced at their WWDC earlier this month." The iTunes Newsstand will work much like the current iBooks model, aggregating periodical apps in a single icon on the iOS home screen. Reserved only for subscription based titles, the Newsstand apps can be updated automatically in background with the latest issues and more easily read when the device is offline. Newsstand will appear with the iOS 5 revision coming in the fall. But for now, we wanted to discover who seems to be making money in the App Store under the new subscription models? With all of the usual caveats we offer below our rundown of magazine brands appearing in the App Store’s Top Grossing Apps list for iPad. To be sure, the rankings in Apple’s Store are inscrutable. How and what are counted for how long to determine these lists is a bit fuzzy. We offer this list as a rough approximation of performance at best. Nevertheless, the Top Grossing list in iTunes is an indication of how effectively publishers are poking through the games and other widgets and doo dads of the App Store. Not surprisingly, a print brand doesn’t even show up until #11 and after the most popular games and Apple’s own higher priced productivity applications. Top Grossing Publishers in the iPad App Store (as of June 22, 2011) 11. New York Post ($1.99) 14. The Daily ($.99/week) 30. Marvel Comics (in-app comics purchases ~$1.99/issue) 33. Comixology (in-app comics purchases ~$1.99/issue) 35. The New Yorker ($59.99/year, $4.99/issue) 44. Wired ($19.99/year, $3.99/issue) 65. DC Comics (in-app comics purchases, ~$1.99/issue) 85. People ($3.99/issue) 90. Food Network ($3.99) 91. GQ ($19.99/year, $4.99/issue) 95. Cooking Light Recipes ($3.99) 104. Self ($19.99/year, $3.99/issue) 108. Vanity Fair ($19.99/year, $4.99/issue) 124. Popular Mechanics ($19.99/year, $3.99/issue) 136. Popular Science ($14.99/year, $2.99/issue) If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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