Fortune is now introducing a new iPad
edition that gives readers with a visually appealing mix of free and paid
content. This new version makes the app worth swiping through even if you’re
not a subscriber. Fortune is trying to create a deeper relationship with
consumers through this application. Their main goal of adopting this ‘freemium’
strategy is to convert people into paying subscribers. Nonpaying readers create
a new opportunity for Fortune to serve up ads as well. Since the paid digital
circulation of magazine takes only a small proportion of overall business,
Fortune’s effort with a product that the magazine live inside is worthy of
notice.
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Would this strategy help
Fortune to gain more paying subscribers? If you were an iPad user, would you
find this application useful/helpful?
•
Do you think this is a good
strategy to build a customer-brand relationship?
•
Should Fortune focus more on digital
magazine even though digital circulation of magazine remains a very small
proportion of their overall business?
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