Atlantic Premium for iPad: Hold That Thought

The Atlantic will start from scratch on its yet-to-be-released Atlantic Premium iPad app, vice president and publisher Jay Lauf told paidContent.

The already existing iPad app, Atlantic Digital, offers all of the content in each print edition for $4.99 per issue, but the goals for Atlantic Premium are loftier. Lauf told paidContent:

We felt that we missed that first wave of iPad magazine releases and we wanted to do something a little different, a little more special.

Right now, after the first release of magazines for the iPad and other tablets, it looks as if the scale is still pretty small. The app doesn’t end with a traditional magazine-plus with bells and whistles and other big-bang features. It’s too early to understand what consumers really want from it. We know that we want more than one option and that there’s a lot that we can offer. So we’ll wait and see.

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