Feeds

Did the iPad just save Wired, and Conde-Nast?

High price, high sales, glossy ads, trebles all round

Choosing a cloud hosting partner with confidence

Saving the whole of the newspaper industry is a big ask, even for a "magical and revolutionary" device, but there might just be hope for the magazine business. The rapaciously-priced ($4.99 for this month's issue) iPad edition of Wired has comfortably outsold the somewhat cheaper print edition, and it's not even ad-free. On the contrary...

It's a success for 'definitely not free', which you might reckon is a problem for Chris Anderson, editor in chief of Wired and King of Free. Anderson however has been tetchily protesting - in between tweeting the digital edition's scorching sales figures - "For the umtpeenth time: FREE doesn't say everything should be free & The Long Tail doesn't say the blockbuster is dead." Still, it's a happy coincidence that exceptionalism should lie so close to home for him.

Clearly, we can't say how durable that exceptionalism is going to be until we've seen a couple more months' figures. Novelty value will have motivated some of the buyers, and sales will also have been boosted by the build-up for both the iPad and for Wired's first effort for it. And surely it's not feasible to just keep charging $4.99 a month when a year's sub to the paper edition can be had for $10. People are going to start saying, "hang on a minute…" But still, it does look like there might be something there.

Loads of money...

Apple takes a 30 per cent cut of an app's cover price, so if we estimate that Wired will move 90,000 copies this month, Conde-Nast (the publishing company) is looking at sales revenue in the region of $300,000. The seriously large (around 500 megabytes) app is also chock-full of what one presumes is high-ticket advertising, and there's an interesting innovation here - the clickability of Wired's advertisements is restricted.

Ordinarily, click anywhere on a web advertisement and it will fire into action, taking you away from the site and all too frequently presenting you with a not-entirely-fulfilling experience. Or worse, web advertising leaps out at you, and gets more and more annoying the more you try to ignore it. Wired's ads, on the contrary, are rather like Wired's print ads - you, the kind of rich, hip geek who laughs at $4.99 (I think myself into the part here) pause while you gaze contentedly at the car, the tech toy, the latest designer vodka. From New Zealand? What?

Internet Security Threat Report 2014

More from The Register

next story
PEAK APPLE: iOS 8 is least popular Cupertino mobile OS in all of HUMAN HISTORY
'Nerd release' finally staggers past 50 per cent adoption
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Apple spent just ONE DOLLAR beefing up the latest iPad Air 2
New iPads look a lot like the old one. There's a reason for that
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Lawyers mobilise angry mob against Apple over alleged 2011 Macbook Pro crapness
We suffered 'random bouts of graphical distortion' - fanbois
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Internet Security Threat Report 2014
An overview and analysis of the year in global threat activity: identify, analyze, and provide commentary on emerging trends in the dynamic threat landscape.