Sporting News is taking a mulligan on its iPad approach. The 125-year-old magazine was early to the iPad when it migrated the publication Sporting News Today to the device last year. Like many publishers, Sporting News saw the iPad as a chance to repackage its print content in an attractive digital package — and charge for it. But a year or so later, it quietly scrapped the app, which cost users $2.99 per month, and is now banking on a new strategy that is built around a free app and is open to aggregation of non-Sporting News content.
Toyota was attracted to the sponsorship opportunity in part because of the app’s open approach. “Consumers are looking for ways to get their content when and where they want it so The Sporting News aggregation strategy makes a lot of sense with how consumer media habits are evolving in the tablet space,” said Dionne Colvin, national marketing media manager for Toyota. “With the daily updates, personalization aspect and Facebook connection we expect to see repeat usage among passionate sports fans.”
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