[USAT is extending free trial for its iPad app, above]
Gannett's biggest newspaper had planned to offer its iPad application for free through July 4, then set a subscription fee after that date. But now Vice President Matt Jones, who's in charge of mobile strategy, tells paidContent that USA Today is delaying its subscription fee plans, and might opt for free access on a permanent basis.
"We think it’s critically important to maintain the leadership position we’ve established: We’re the No. 1 free news app and the No. 5 or 6 free app in general on any given week since April,'' he told paidContent's David Kaplan in a post today. "We’re also looking at potentially keeping it open, because the advertising demand has been so remarkable."
Earlier: Dubow says it's gorgeous, but will they pay for it?
I still don't understand why someone would pay for this app when they could simply go to USAT's website via their iPad for free -- unless the app offers something special that can't be found on the site.
ReplyDeleteThere are no ads on the iPad... I wonder what he is talking about. The product has a much better advertising delivery mechanism based on its mechanics. Each story arrives on its own page, and has plenty of room for advertising. I'd make the ad exclusive to the page, and being able to track those views would likely be easier than it is on a website.
ReplyDeleteThere is a major ad on the iPad from Marriott and it has been there since Day One of launch.
ReplyDeleteIt is on the front screen, and includes video and more.
Several additional clients have signed on for the next quarter, and other clients are waiting in line to get onto the USA TODAY iPad app.
The pay-model never made much sense but the excitement from advertisers for the USA TODAY iPad app is one of the few bright spots lately.
But the ad is clearly there, 4:14. Take a look.
Thanks. I see it on the front page. But as I move through the stories, there are huge spaces of white blank space on my screen. At least, USA TODAY could put a Marriott ad on these pages as a place holder... to show other advertisers what a great spot that would be for their own ad.
ReplyDeleteOr, even house ads, or ads which would link to other Gannett properties, or something that would show how creative the iPad ap can be for other advertisers.
The creative work just isn't there yet. I understand that it's early, but there's a ton of potential here.
Since Day One sounds like the White House oil spill response. Pulleez. It might be there, but it ain't much.
ReplyDeleteThe advertisers are paying big bucks sponsoring USAT's content on the iPad for a period of time. It has become so popular that advertisers are lined up to take over when Marriott's run is over. And a new business model is born.
ReplyDeleteUSA TODAY always produce good digital products. You can see larger percentage of users praising USA TODAY, both iPhone and iPad, than NYT and WSJ. USA TODAY for iPad always be in the top 10 of free application, or the only news product in Top 10. I think we have good people to do good stuff most of time.
ReplyDeleteMarriott paid 100,000 to be exclusively on the iPad for the launch. Now the new advertisers will be paying one-quarter of that. It definitely beats a subscription model, but none of this is going to save USA Today.
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