Ad Age reports that after disappointing sales of the titles it launched soon after last year’s debut of the iPad, Condé Nast is slowing down and reassessing their app strategy on a publication by publication basis. Some choice quotes include this one from an unidentified publisher:
“They’re not all doing all that well, so why rush to get them all on there?”
President Bob Sauerberg said:
“There hasn’t been any fundamental shift in our plans, commitment or enthusiasm regarding apps… From the onset, our strategy has remained fluid and responsive to the marketplace. Given our industry lead, with digital editions from eight of our titles on the iPad and more on the way in addition to a good deal of learning under our belt, we are increasing our focus on distribution and sales efforts that will encourage scale.”
First, that’s corporate spin for “Our products were not very good and no one wanted them.” Second, an increased focus on distribution and sales is fine, but what the company really needs to double-down on is its user experience strategy — which was terrible. That’s the real root of why these apps are not “doing all that well.” Working even harder to distribute and sell bad products is a waste of energy.
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