People who subscribe to Popular Science's iPad app from within the
app are greeted with a prompt headed "Share your information?"
"The publisher would like your name, email and ZIP code so they
can send you messages about related products in accordance with
choose between "Allow" and "Don't Allow."
Some publishers are afraid that very few consumers will press
"Allow," but Popular Science called this a good start.
"What we are excited about is the fact that people will be able
to opt in and share their email addresses and allow us to
communicate with them," said Gregg Hano, VP-group publisher of the
Bonnier Technology Group, whch includes Popular Science. "In this
evolving space, we think this is a great move in the right
The magazine can also go back to subscribers and ask them again
later whether they'd like to share their information, Mr. Hano
said. "We look forward to having a closer relationship with both
our readers and our partners in Apple to continue to grow this
ecosystem and this business," he said.
Time Inc., the publisher of giant titles such as People and
Sports Illustrated, suggested Tuesday that it is not ready to
accept the subscription plan that Apple has described. "It seems
like Apple is taking a step towards our position on subscription
offerings, but the announcement also raises many questions around
consumer data we would need to work through and agree on," a
Another publisher suggested that it, too, wasn't satisfied yet.
"We're waiting to see how Apple's sub model will evolve before
jumping in," an executive there said.
Popular Science is selling its new iPad subscriptions for more
than a print subscription costs -- $14.99 per year for a limited
time and $19.99 per year after that, compared with $12 for 12
issues in print. That's still a reduction from Popular Science's
ambition last year to price iPad subscriptions closer to $29.95,
arguing that it would be easy to lower prices if necessary.
The subscription will renew automatically every year unless the
subscriber cancels it. A single issue of Popular Science still
costs 4.99 on the iPad.
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