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THE MONEY SHOT
Interweave Brings Successful Paid eMag Model to iPadWednesday, September 21, 2011 Interweave has been designing highly interactive multimedia apps online for its audience of crafters in recent years. These  eMagazines such as Collage in Color and Colorways usually include embedded video and audio. In short, the company was making paid apps before paid apps were cool, but most of its readers encountered the productions in a web browser. They were available for sale at the InterweaveStore.com, and now hobbyists can view the editions on the iPad. Interweave has launched special iPad apps of these eMags.The iOS versions include all of the multimedia the craft enthusiast fans have come to expect. The how-to videos for fiber enthusiasts and mixed media artists are here. There are instructive slideshows, patterns that can be downloaded and printed and links to sites. The Colorways and Collage in Color apps are downloaded free in the App Store and then individual issues are sold in-app for $9.99. Interweave has made a business of digital-only craft publications across PC, Mac and now iOS platforms. There are more than 3,100 downloadable patterns available in these eMags as well as more than 300 instructional videos that have been produced in-house. Interweave VP of the Fiber Group John Bolton tells minonline: "The eMags have been very profitable for Interweave. Originally, we had hoped that these would be a break even product that was an investment in our future, but they’ve turned out to be an important part of our present and future plans. Currently, they contribute to our top and bottom line in a substantial manner. More than 90% of our eMag revenue comes for single issue sales, while less than 10% comes from sponsorship revenue. We do not currently sell subscriptions to our eMags, but we plan to have a subscription product launched by January 2012." Interweave already has three free iOS apps to support each of its main craft communities, Knitting Daily, Beading Daily and Art Quilting Daily. The company claims over 1 million members and 30 Web sites with a reach of over 1.4 million unique users a month.
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