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06:19

THE HARVARD TABLET SUMMIT (2): HEARST MAGAZINES OPENS AN APPS THINK TANK

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Hearst magazines launchs of an “Apps Think Tank”.

While the free iPhone app of Esquire got more than 100,000 free downloads and produced more than 1.000 subscriptions to the magazine, the$1.99  iPad app of Popular Mechanics got only 40,000 downloads.

So Hearst is trying to develop an in-house”App Lab” to improve all these numbers.

Hearst Magazines has created nine iPhone applications; all of its titles are available on the iPad via the Zinio application; and by the end of the year, the company expects to have at least 35 iPhone, iPad and Android applications for its brands.

As Kenneth A. Bronfin, president of Hearst Interactive Media says:

“There is no such thing as the ’status quo’ in interactive play–or business. Our business reflects our ever-evolving communities of users–both on the Internet and throughout Hearst Corporation. We are innovators who change the landscape and challenge the status quo.”

All this shows that readers, advertisers, software companies, designers and media publishers are desperate looking for new and moire exciting ideas.

As one readers comments in the iTunes iPad store about Esquire magazine:

“Been a subscriber to the mag for years. Not going to pay for the same content I already pay to have delivered to my door.”

That’s the challenge.

And this will be the main objective of our next Harvard Tablet Summit (Cambridge, December 2-3, 2010)

Don't be the product, buy the product!

Schweinderl