Although the Financial Times pulled its core broadsheet app from Apple’s iTunes store last month amid concerns about user data and Apple’s generous 30% cut from sales of the app, it has bounced back with a more targeted iPad strategy this week.
The release of How to Spend It, by the paper’s estimation as described in a press release, “transforms the way magazine content” is consumed on tablets like the iPad. (iPad is the only format for which it is currently available, although that may change in the future- particular perhaps when the Amazon tablet is confirmed?)
The paper cites some key features it says distinguishes the How to Spend It app from competition- notably the totally free content, some of which is exclusive and not available in print editions. Searchability f0r all 60 editions of the magazine and back issues is another point noted, as well as content organized by subject rather than the print edition in which it might have appeared. The free app is advertiser-supported.
How to Spend It editor Gillian de Bono commented on the new tablet strategy for the magazine in a press release, saying:
“How To Spend It is widely recognised as the benchmark for luxury lifestyle colour supplements; we want our app to be the benchmark for magazine apps. When we designed this, our first question was: why adopt a print-style published edition format when we can organise content logically and allow readers to search their favourite subjects, columns and writers? And with daily postings, the app gives magazine readers a unique sense of discovery.”
Financial Times deputy CEO and global commercial director, Ben Hughes, also commented on the app’s debut:
“The How To Spend It brand continues to go from strength to strength. The app offers new mobile possibilities for advertisers, including a brand hub where advertisers can showcase their brand and products in detail.”
The Financial Times’ How to Spend It app is available now in the iTunes store.