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GQ records extremely low iPad magazine downloads

updated 01:05 pm EDT, Mon May 17, 2010

Sales only expected to pick up in June

The iPad version of GQ has only seen a little over 365 downloads so far, says VP and publisher Pete Hunsinger. All of these are associated with a December 2009 "Men of the Year" issue, though people can now get more recent releases, which may be selling better. At a cost of $2.99 per download, initial app sales are said to have been worth only $1,091.35 plus advertising to GQ publisher Condé Nast, minus Apple's 30 percent cut of app revenue.

Hunsinger defends the iPad edition, claiming that it costs "nothing extra," given that there are no printing or shipping costs. The iPad app is $2 less than the print edition, and GQ is also charging just $2 for back issues. The VP says he expects the iPad to eventually become a "major component" of circulation; one boost is anticipated with the June issue, which will feature Australian supermodel Miranda Kerr.

Condé Nast's success or failure may be a bellwether for the iPad, which some companies are thought to be holding up as a savior of the newspaper and magazine industries. The publisher is known to be working on iPad versions of several other magazines, namely Glamour, The New Yorker, Vanity Fair and Wired. More magazines may be converted in time for the fall.






by MacNN Staff

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Comments

  1. Jonathan-Tanya

    Joined: Dec 1969

    +3

    too early to say

    Give me a free copy of GQ on the iPad, and I'll check it out.

    I love the iPad, but I haven't really had the chance to check out magazine reading yet.

    I assume they've got all kinds of electronic goodness that wasn't available on the paper version?

    Well they better, because that's what I'm expecting... I've been itching to try the 'magazine' experience on an iPad, but I'm expecting to be "amazed"

    I'm not paying $2.99 up front, but if it really is compelling, I, for one, would definately consider a subscription.

    Then again, I haven't read GQ in years...so I'm not their first demographic, but with only a few hundred sales, they might try kickstarting this thing in some way. Did they mention in the print version there was an iPad version? Sometimes people forget to do even those simple things...



  1. Jonathan-Tanya

    Joined: Dec 1969

    -7

    p.s. weight

    The average weight of a magazine 6 ozs.
    The weight of the iPad 1.5 lbs.

    1.5 lbs is not very heavy to transport the device, in fact, in that sense, its a really light device.

    But unlike a laptop which sets on the table, or, your lap...the iPad, when you use it as a reading device...is held in the hands, like a book. So the correct comparison for reading is to the weight of a book or magazine.

    In short, as a reading device, the iPad is heavy.

    When I use the device to play a YouTube video - I start the video, and then prop the device up while it plays. When I'm reading, I keep the device on my fingers the whole time - because of the constant page turning, and desire to keep the words in front of my eyes... there seems little point to setting it down.

    But its at those times, when I use the thing as a reader..fair warning, 1.5lbs starts to feel heavy when you are 20 minutes or so into the reading...

  1. MyRightEye

    Joined: Dec 1969

    +1

    Umm...

    Maybe people just have better things to do in 2010 than read magazines...

  1. jwhenderson

    Joined: Dec 1969

    +8

    Zinio

    Maybe folks are using the zinio reader app and purchasing from there! That way you can have access to your other subscriptions!

  1. WiseWeasel

    Joined: Dec 1969

    +14

    ...

    Who buys GQ, anyway? Dentist offices?

  1. Mark Hernandez

    Joined: Dec 1969

    +3

    Try before you buy!

    Let people check things out first and see how they like it. I got to download a bunch of free comics from Marvel, but magazines and newspapers are being greedy.

    Restaurants charge little at first to get you to come back, then slowly raise prices. But most of the magazines cost even MORE than the print versions.

    They're still learning, unfortunately. But it's not rocket science though! Too many people in suits s**** things up.

  1. byRyan

    Joined: Dec 1969

    +2

    Target Demo

    did they even do any research to see if their target demographics are likely to buy an iPad.

    Furthermore, what about someone who already subscribes to their magazine - do they get any discount or have any incentive to but a digital version.

    Also - many sales of magazines come from supermarkets - you see something that catches your eyes at checkout. If they made a Newstand app, where you see the covers of each magazine and can flip through a couple pages, and buy with in-app purchases, then they may see more purchases through impulse.

  1. boris_cleto

    Joined: Dec 1969

    +11

    iPad users not Douchebags

    GQ is totally missing their target demo. They will have to wait until there is an Android tablet.

  1. djbeta

    Joined: Dec 1969

    +1

    Just bought my copy..

    Actually, I quite like the idea of GQ on the iPad as I would like to learn a little more about fashion while commuting, but do not want to buy the magazine.

    Another note.. I had no idea there even was a GQ app. (!!!!)

  1. testudo

    Joined: Dec 1969

    -3

    Re: Try before you buy!


    Let people check things out first and see how they like it. I got to download a bunch of free comics from Marvel, but magazines and newspapers are being greedy.


    Damn those magazines and newspapers. Actually wanting to be paid for their work. b*******!

    Restaurants charge little at first to get you to come back, then slowly raise prices.

    I have never been to a restaurant where they've said "Oh, first time customer, well, you get the first time customer menu. And each time you come in, we'll just give you different menus as we raise the prices on you!"

    But most of the magazines cost even MORE than the print versions.

    And which magazines are these? h***, even the GQ one is $2 cheaper.

    But I guess everyone wants to get their discounts because they don't have to print and mail, but never want to pay extra for convenience and on-the-go-ness.


    They're still learning, unfortunately. But it's not rocket science though! Too many people in suits s**** things up.


    Yeah, with the first lesson being "iPad/iPhone owners tend to be cheap when the product doesn't have the word 'Apple' on it".

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