Popular Science has 10 000 iPad subscriptions

Adweek reporting 29.3.2011

Popular Science magazine sold the 10,000th subscription to its iPad edition sometime on Sunday, nearly six weeks after accepting Apple's terms for selling subs on its tablet. That's a speck compared to the title's nearly 1.2 million print subscriptions, but a significant early foothold for digital magazine subscriptions on the iPad.

Issue-by-issue sales of magazines' iPad editions got off to a slow start last year, but many publishers said the new platform's real test wouldn't begin until they could offer subscriptions. Then when Apple finally introduced a system for iPad subscriptions last month, its terms left many publishers disappointed. Publishers can't know anything about their own subscribers through the App Store, Apple said, unless subscribers explicitly allow Apple to share their information. Most publishers, who want a direct connection with their readers for marketing purposes, passed.
But Popular Science jumped in, calling Apple's subscription system a step in the right direction. Now Pop Sci has 10,000 iPad subscribers, each paying $14.99 for a one-year subscription, a little more expensive than the $12.99 print subscription currently available on the magazine's website.Pop Sci also sold about 2,500 individual copies of the iPad edition's March issue at $4.99 each, the same as it costs in print.

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