'The Atlantic' Releases a New, Enhanced iPad Application
(Press Release) Washington, DC and New York, NY (August 1, 2010) – Continuing to build upon its suite of digital offerings, The Atlantic today introduced a reimagined magazine and Web application for the iPad. The enhanced app merges the brand's award-winning magazine and Web content within one interactive, immersive, and fully shareable mobile destination. Highlights of The Atlantic's new app include:
- Ability for print subscribers to download the digital edition at no incremental cost
- Top stories from TheAtlantic.com and TheAtlanticWire.com, divided into channels: Politics, Business, Entertainment, International, Technology, National, and Life
- Access to the entire Atlantic magazine, with extras, including: embedded video clips, photo galleries, and interactive advertising
- Alan Taylor's "In Focus" photo blog
- Easy social sharing via integration with Twitter and Facebook and email
- In-device article commenting, creating synched discussion on the app and the web sites
- Offline viewing functionality allowing users to engage with the app everywhere
"This latest evolution of our iPad app combines our magazine and Web work in one engaging, provocative, and visually striking publication," said James Bennet, editor of The Atlantic. "It's not a monthly magazine or a moment-to-moment Web site, but the best of both joined together to take full advantage of the tablet form."
Developed on technology built by partner RareWire, the application is free to download and provides unlimited access to The Atlantic's Web content. With the app, the entire Atlantic magazine is free to print subscribers and can be purchased as an annual subscription ($21.99) or on an issue-by-issue basis ($4.99) through the iTunes store. Since The Atlantic launched its first application for the iPad in summer 2010, the average number of daily downloads for paid issues has increased 46% in 2011 compared to 2010. The new universal app will be available on iPhones, as well.
"Whether it's long-form pieces in the magazine, daily news and analysis on our website, or Alan Taylor's stunning collection of photos, The Atlantic's new iPad application provides an enhanced reading and viewing experience no matter the type of content, said M. Scott Havens, Vice President, Digital Strategy and Operation. "We're also incredibly pleased to finally offer our print subscribers a bundled digital subscription, as well introduce The Atlantic to a new generation of readers via digital-only subscriptions."
Mercedes-Benz, a long-time partner of The Atlantic, is the exclusive launch sponsor for the new iPad and iPhone applications.
"We know mobile in all its dimensions will create new opportunities for us to work with our ad partners in new ways. While we're in the nascent stages with tablets, we have a huge appetite to experiment together to explore the best, most useful and interesting ways to leverage the new platform," added Jay Lauf, Vice President and publisher of The Atlantic.
The Atlantic will release additional upgrades to its iPad application in the coming months.
About The Atlantic
Since its founding in 1857 as a magazine about "the American Idea" that would be of "no party or clique" The Atlantic has been at the forefront of brave thinking in journalism. One of the first magazines to launch on the web in the early 1990s, The Atlantic has continued to help shape the national debate across print, digital and event platforms. With the addition of its news- and opinion-tracking site, TheAtlanticWire.com, and now TheAtlanticCities.com, The Atlantic is a multi-media forum on the most critical issues of our times, from politics, business, urban affairs, and the economy, to technology, arts, and culture. The Atlantic is the flagship property of Washington, D.C.–based publisher Atlantic Media Company.