That's in a just-moved Associated Press run-up to Friday's earnings report. The A.P. doesn't source its number. If true, however, this would explain the wall-to-wall enthusiasm CEO Craig Dubow has been showing for the iPad and USA Today's app during recent newspaper staff meetings. (Updated at 12:51 p.m. ET: I've added the relevant links.)
Posted from my iPhone, so can't link to the wire service's story.
Wednesday, July 14, 2010
6 comments:
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lets not get ahead of ourselves here Jim. So far the iPad has had TWO advertisers that have paid anything to advertise on it. These same advertisers were required to buy the iPad if they wanted certain print placement.
ReplyDeleteFurthermore, Dubow's enthusiasm for the iPad was around the subscription model that never really panned out.
So, basically, two advertisers (total of $200k in revenue), tied to a print sale and NO subscription model. Oh, what ever happened to the iPhone sales for USAT????
No enthusiasm exists for that anymore.
At one newspaper staff meeting, I was told, Dubow asked for a show of hands among iPad owners. The devices start at about $500. Noting the raised hands, I'm told, he said this paper's staff had fewer early adopters than at other sites.
ReplyDeleteI confess that my first reaction to this story was: Weren't we told that video was going to be a game changer because ad rates for pre-rolls were so sweet? I don't see as much enthusiasm for videos these days, however.
ReplyDeleteiPad, iPhone, website or print...it doesn't matter. If the content isn't there and the journalism is sloppy, credibility will suffer and eventually the USAT brand will decline. From what I've seen in recent years, USAT isn't what it once was, which should not surprise anyone after all that has been stripped out of that place. Eventually advertisers will gravitate toward niche publications or more respected national news providers. USAT is cutting too many corners in hopes that technology will save the brand. Not a good strategy in my opinion. Tech and content need to go hand-in-hand. Right now, tech dominates too many conversations, even within the newsroom. Tech even dominates hiring, while journalists continue to get pushed aside.
ReplyDelete10:56 couldn't be more on target. USAT is looking for a magic tech bullet that will cure its ills. Meanwhile, the products being offered to the public are filled with canned "news" and other junk and laden with bells and whistles designed to attract attention. Unfortunately, if the bells and whistles work, the people who look at the stuff see how second- and third-rate it is. Bye-bye, readers.
ReplyDeleteI have to agree with the previous posts. Who will actually pay for a subscription for USA today on an iPad? I would guess fewer then 5 percent of users of the free app could be converted to subscription. Actually that may even be high. However, look at the Wallstreet journal. They have no problems with circulation either print, web, phone, or iPad.
ReplyDeleteIt's content stupid!