Large Publishing House Avoids Extinction by Catering to iPad Rentals

There’s lots of things customers can do with our iPad rental units. They can conduct business, print to an AirPrinter, or screen sync with a projector. But during downtime, they can also read up on the latest magazines.

With journalism on a downward spiral and many legitimate newspapers facing bankruptcy, it’s no small wonder that they are turning to the vehicle of the future: the Apple iPad.

Condé Nast, one of the world’s foremost publishing houses, has recently begun investing money into its digital division. That’s right – a printed publisher is now investing heavily in digital distribution. It’s a smart move, and one that its competitors will hopefully follow (unless they want to nurse their lame legs).

Not too long ago, Condé Nast came out with Idea Flight, an enterprise app geared at small business meetings, educational events, workshops and conferences. The response went viral, and now the company is working on its next version of the app, which will resolve a few of the original’s issues. For example, the first app only allowed 16 users – the next one will allow for more.

It’s adaptability at its finest.

But now Condé Nast is taking that same perspective by cleaning up an old pony and re-shoeing it; we’re looking at you, The New Yorker.

This perennial favorite has drawn 100,000 readers and 20,000 paying subscribers – at an annual cost of $59.99. Overall, these figures represent about $1.2 million in subscription revenue for the publisher. Those subscribers with actual physical subscriptions get a discounted rate, which is a great perk for the loyalist consumer.

It’s not all gravy though – there have been some difficulties. This whole transition to the digital realm has been difficult, especially in such an "old hat" industry as journalism. The caveats of this particular field are innumerous and the writers of today are being forced to turn in their whiskey, typewriters and plaid jackets.

David Remnick, The New Yorker’s editor, acknowledged this hurdle, and said that "The big trick as an editor is adjusting the culture enough so writers are willing to see this entire different format as part of what they do and as part of what The New Yorker does."

Now that they’ve figured that part out, perhaps the magazine (as well as the others in Condé’s stable) will continue winning some blue ribbons at the races.