Daniel Eran Dilger
Concerns that iPad subscribers would refuse to voluntarily share their name and address initially had content publishers upset with Apple's opt-in policies. However, according to a report by Forbes, "fear that Apple’s policies would deny them the consumer data they need to do business was unfounded."
Publishers were concerned that iPad subscribers would overwhelmingly refuse to share their data, just as many readers on the web refuse to provide demographic information even in exchange for free access to content.
The report cited Mark Edmiston of iPad publisher Nomad Editions as having heard talk about the 50 percent opt-in figure from other publishers, so he approached Apple's vice president of internet services Eddy Cue, who confirmed the figure.
"So, all the sudden," Edmiston said, "what was an insurmountable obstacle no longer is."
Jeff Bercovici, writing the entry for Forbes, noted that the high opt-in rate "makes a real statement about how much trust Apple customers place in the company’s ability to create user experiences that are safe and enjoyable."
Over the last few weeks, a variety of major publishers have decisively jumped on the Apple subscriptions bandwagon, including Bloomberg BusinessWeek; Time Inc, the largest magazine publisher in the US, which will be offering People, Sports Illustrated, Time and Fortune; Condé Nast, which announced plans to add subscriptions to all of its iPad magazines including The New Yorker, Wired, Golf Digest, Glamour, Vanity Fair, Self, Allure and GQ; and Hearst, which will initially be offering Esquire, Popular Mechanics and O, The Oprah Magazine, followed by other magazines and newspapers.
Malcolm Owen
Amber Neely
Andrew O'Hara
23 Comments
That's good for the publishers...but I would be part of the 50% that wouldn't share my info!
It's about time they started waking up. In marketing, problems are opportunities. And if getting the consumer to provide critical data is a key problem then find creative solutions. There are many creative ways to get those other 50% of consumers to provide data, even if only in small chunks compiled over time. Like running contests and promotions, special offers, etc. etc.
So the publishers are all yelling about the whole 'you must ask them' rule cause they figure everyone will say no. But the people didn't.
They yell about the whole in app buying thing cause apparently everyone will jump to that over continuing to use the same website they have been using for the last X years. We'll see if that happens either. I'm betting not
The publishers wanted control that's why they're upset, and they still don't have control. That's why I believe they're still going to be upset, until they all go bankrupt. It will happen, because in the future, writers could just go to Apple's platform to publish their books without the middleman.
That was their main point of contention? Just goes to show what scumbags they are.
They're not happy to just make a good magazine, offer it for sale, and make a profit. No, that would be too honest.
Instead they will jump up and down and spit the dummy unless they can know how many cornflakes you have trodden in to the carpet.