The New Yorker, a magazine that has always been heavy on text, took a different tack from its peers. Instead of loading its iPad app with interactive features, the magazine focused on presenting its articles in a clean, readable format.
“That was really important to us: to create an app all about reading,” said Pamela Maffei McCarthy, the magazine’s deputy editor. “There are some bells and whistles, but we’re very careful about that. We think about whether or not they add any value. And if they don’t, out the window they go.”
It is surprising that Condé Nast’s biggest success has been The New Yorker and not, say, a magazine that has a more technologically stimulating app and a younger, more Web-oriented readership like Wired.
I love how the author is surprised by two things: the New Yorker is winning over the iPad’s audience and people who subscribe to the New Yorker actually enjoy reading.
I think it just goes to show that magazine apps don’t have to be flashy. New Yorker’s app focuses on simplicity and good writing, which is the focus of the print version as well.
Magazines can’t deviate too far from their original mission. Also, they shouldn’t forget that their publications are meant to be read. I know it is crazy, but some people actually enjoy reading without a graphic interrupting every 10 seconds.
