Rupert Murdoch & Steve Jobs announced a first of its kind partnership this week – The Daily. A tablet-specific newspaper that can be purchased through the app store for 99 cents per week or $39.99 for a year-long subscription. It is a general interest newspaper (US national) that will be updated daily with ‘short-bite’ content and lots of interactive features. It is an attempt by Murdoch to engage an audience - expected to be 50 million strong in the US by the end of the year - that has long abandoned traditional newspapers.
The implication for advertisers is greater pressure on agencies to produce engaging advertising. The temptation will be to replicate print advertising in apps but the reality is the audience who subscribe to content via this channel expect that it will provide a better experience for them, tailored to their desires.
For the beauty industry, consumers will demand instantaneous product information and instructions for replicating a celebrity’s look as soon as it hits the red carpet – the opportunity will be to harness m-commerce and close the loop between engagement and sales.