Bloomberg Businessweek goes magazine-y on the iPhone

NiemanJournalismLab reporting:
Bloomberg Businessweek is testing a question: How well can magazine content work on the iPhone?
Magazine companies have jumped feet first into the iPad marketplace, attracted to the idea that a lean-back medium like magazines would work well in a lean-back platform like tablets. But they’ve proven less interested in jumping onto iPhones and other smartphones — a target market that, while possibly less magazine-friendly, is also much larger.
The Bloomberg Businessweek+ app crossed that divide with a new version that jumps from the iPad to the iPhone, delivering the same issue-based content in a smaller package.
As on the iPad, Businessweek offers magazine articles, videos, audio interviews, and more; new issues of the magazines are downloaded into the Newsstand. Aside from obligatory design differences, the apps are identical in content; neither offers the regular updating of a daily news app.
The company says the app, which launched this time last year, has gained more than 100,000 subscribers on the iPad. The iPhone version is an attempt at opening up that number a little further...
http://www.niemanlab.org/2012/04/bloomberg-businessweek-goes-magazine-y-on-the-iphone/