Brides Magazine Gets iPad Prenup

Now that Apple has become a lot more flexible about how it works with magazine companies, the giants of the print world are starting to experiment with how best to sell their wares on the iPad.

Publishers balked at the lack of subscriptions for iPad editions, but are now finding more complicated consumer expecations. While single issues have proven too costly for many readers, year-long subcriptions might be too much of a committment for certain consumers. What’s a publisher to do?

For Conde Nast, it means offering a discount. In a first, Conde Nast has begun offering six-month subcriptions of Brides, its iconic magazine aimed at the soon-to-be-wed, for $9.99. That represents a solid discount compared to the $5.99 per issue price that Brides began offering last month when it debuted on the iPad. It also has the potential to help those rushing to the altar avoid an unneeded long-term subscription, which runs $19.99 per year.

Brides print subscribers new and old will have access to the new iPad app, free of charge. The new half-year-sub offering kicks off with Brides July issue.

Conde Nast, of course, was the first major magazine publisher to start selling subscriptions on the iPad, wtih Hearst and others quickly following suit. Starting with The New Yorker, the company has gradually added Vanity Fair, Glamour, Golf Digest, Allure, Wired and others, as the detente between Apple and the publishing institution has gradually thawed.

The first Brides issue available on the iPad featured a bridal song playlist as part of an editorial feature tied to the movie Bridesmaids.

https://staging.digiday.com/?p=4459

More in Media

YouTube is under fire again, this time over child protection

Adalytics Research asks, ‘Are YouTube advertisers inadvertently harvesting data from millions of children?’

Illustration of a puzzle that spells out the word 'media.'

Media Briefing: Publishers pump up per-subscriber revenue amid ad revenue declines

Publishers’ Q2 earnings reveal digital advertising is still in a tight spot, but digital subscriptions are picking up steam.

Lessons for AI from the ad-tech era: ‘We’re living in a memory-less world’

Experts reflect how the failures of social media and online advertising can help the industry improve the next era of innovation.