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Time Inc. drives readership via digital subscriptions rollout

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Time Inc. has rolled out digital subscriptions for all 20 of its publications on Apples Newsstand to further expand its position in the mobile space.

The digital subscriptions are available to consumers in the United States, as well as internationally. Over the past few years, Time Inc. has been building its mobile strategy to keep up with tech-savvy consumers.

We have seen strong consumer response among single copy buyers and authenticators to our digital editions on the iPad, said Perry Solomon, vice president of emerging platforms and business development at Time Inc., New York.

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This is a growing business, we believe in it and joining Newsstand was a logical next step to bring consumers more choice and to introduce our products to additional digital magazine readers, he said.

Time Inc. is a division of Time Warner, one of the largest branded media companies in the world.

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Time magazine’s mobile properties

Digital readership
Digital subscriptions are now available to Time Inc.s Time, This Old House, Sunset, Sports Illustrated, Sports Illustrated for Kids, Real Simple, Southern Living, People StyleWatch, People, People en Espanol, Fortune, Essence, Gold Magazine, Health, InStyle, Money, Cooking Light, Coastal Living, All You and Entertainment Weekly.

Readers who currently have a print subscription will be able to access the digital editions for free.

The digital subscriptions is Time Inc.s latest effort to bring its titles to the iPad to reach consumers no matter where they are.

Time Inc. on mobile strategy: All about experience

People and InStyle already have downloadable mobile applications that are available for premium purchase

Apple is putting considerable marketing support behind the launch of our titles in Newsstand they are excited to have us in Newsstand and we are working together to ensure new customers can find us, Mr. Solomon said.

Were featured on the home page of the App Store and Newsstand and both Apple and Time Inc. will be promoting the arrival of our titles through social media channels to make it easy for consumers to find our titles and ensure we gain traction in the Newsstand immediately, he said.

Time Inc. will also launch a series of marketing efforts to build awareness of the availability of digital-only subscriptions through Apple and our direct subscription channels.

Mobile publishers
Publishers are gradually hopping on the mobile bandwagon.

Making sure content is optimized for mobile devices whether it be smartphones or tablets is key to driving new and existing readership.

Technology continues to evolve and marketers must adapt to keep up.

Joining Newsstand is the latest development in Time Inc.s strategy to reach more consumers wherever and whenever they want, Mr. Solomon said.

“Were still in the very early days of mobile and tablet development, but we expect to see continued growth in this area, he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York

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