Media organizations are “leaving money on the table” if they are not charging for their iPad apps, says Steve Outing. After a month with an iPad, he writes that he likely would have paid for any of the news apps he uses, as long as they were sold as permanent apps, not individual stand-alone editions as Time magazine originally was. “This approach completely misunderstands the device,” he writes. “First, the single-edition iPad purchase is fleeting; psychologically, I resist buying iPad apps that are read or viewed once and then deleted.”
Assuming the app is a one-time download that can contain multiple issues of a publication, Outing suggests that it’s worth paying for if the experience surpasses that of using the news org’s website.
“Indeed, to not charge for the apps seems, well, crazy. If an iPad reader of any of those news brands doesn’t want to pay a couple bucks for their apps, then all he/she has to do is launch the iPad’s Safari browser and go to their websites, paying nothing.”