Advertising Age: Why make this change now?
Laura Lang: This has been a priority for me.
When I joined Time Inc., one of the things that was important to me
was ensuring that our content is where consumers want to read it.
The Apple newsstand is an important place where a lot of consumers
are. And Apple is really becoming a good partner to publishers. We
are confident we can deliver a experience for our readers that 's
Ad Age : Are the concerns that had kept Time
Inc. from selling iPad subscriptions -- such as Apple's control
over pricing and the relationship with subscribers -- still
concerns? Or did you achieve a comfort level with the ecosystem
Apple has been offering?
Ms. Lang: It's hard for me to comment what the
concerns were before I arrived. What I can say is that right now
I'm very comfortable that we have a partnership with Apple that
will give our readers a good experience and give Time Inc. as a
publisher the opportunity to provide those experiences. So, yes,
Ad Age : Did this decision follow some study,
consultation or re-examination? Were the Bain consultants that have been at Time Inc. involved at
all? Or was it just clear to you from the outset?
Ms. Lang: The one thing I'm not going to talk
about is Bain. But it was really clear to me. All you have to do is
look at where people are reading, where consumers are and the fact
that the tablet platform offers an opportunity to bring in new
readers. So it was obvious for me. And in conversations with Apple
it was clear that they would be a good partner.
Ad Age : If tablet readers continue to grow as
quickly as they are, do you see publishers expanding their overall
reach across print and tablets, or using it as a chance to manage
the expensive print component down?
Ms. Lang: It's hard for me to predict
definitely what will happen. But one of the things we do focus on
is making sure that we are bringing an engaged audience to our
advertisers. As we better understand the engagement that our
readers have on the tablet, that 's going to be an important place
for our advertisers to be. We're going to be working as all the
data comes in to make sure we're bringing that to advertisers in a
way that makes sense.