August 16, 2016 Last Updated 2:57 pm

Condé Nast adds iPad support for The New Yorker Today app

Released earlier this year to provide smartphone owners with an app for reading daily content coming from the magazine, the update now brings in support for larger screens

There was a time, not so long ago really, that magazines developed apps for the iPad first, and then, maybe, added iPhone support. The reason, of course, is that the first magazine apps were generally digital editions of the magazine – either interactive, hybrid, or replica.

But Apple let the Newsstand go to hell in a handbasket and digital circulation for these editions began to slow and in many case even reverse. I think many publishing executives in their NYC offices were relieved, now they wouldn’t have to pay to bring on digital designers.

NYerToday-iPadBut we live in a mobile-first era so that wasn’t the end of apps for magazine titles. There are, of course, lots of reasons to launch an app.

In April of this year, The New Yorker launched a new iPhone app called The New Yorker Today (see original TNM post here). The app, rather than simply delivering the monthly magazine in digital form, delivers content from the website, with ten articles free each month, and unlimited availability to print subscribers and those willing to pay a $8.99 digital subscription charge.

The New Yorker, in my view, has been killing it lately. I’ve probably read more excellent content from the magazine recently than I remember reading in the past few years. Well, I don’t know if that is really true or not, but it feels that way. One just senses when a magazine is on a hot streak.

And it shows in the magazine’s audit which shows that both single copy and digital circulation has held in there, something not true of many other titles. When you combine digital subscriptions with what they are getting credit for from Texture, digital circ now is over 100K.

Today, the magazine updated its daily app – The New Yorker Today – and added iPad support. It is essentially the same app, just optimized for larger screens.

There is no question, however, that this is still a digital-first app, and not an interactive digital edition as the app lacks support for landscape reading. This would have been vital in the early days of the digital edition apps in 2010 and 2011, but landscape magazine apps have all but disappeared as of late. The last one I saw released was a digital-only magazine that was designed first and foremost for landscape reading.

For those who still use their iPads for reading magazines, newspapers, books and the web, this update will be much appreciated.

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