Jason Pontin, editor of MIT's Tech Review, explains why his magazine deprecated its iPad app and went to "a simple RSS feed in a river of news," and why it's moving to "HTML5, so that a reader will see Web pages optimized for any device, whether a desktop or laptop computer, a tablet, or a smart phone. Then we'll kill our apps, too." TR spent $124,000 on developing tablet editions and sold 353 iPad subscriptions. The complexity of delivering for both landscape and portrait modes had the magazine developing six versions of its content every month ("a print publication, a conventional digital replica for Web browsers and proprietary software, a digital replica for landscape viewing on tablets, something that was not quite a digital replica for portrait viewing on tablets, a kind of hack for smart phones, and ordinary HTML pages").
But the real problem with apps was more profound. When people read news and features on electronic media, they expect stories to possess the linky-ness of the Web, but stories in apps didn't really link. The apps were, in the jargon of information technology, "walled gardens," and although sometimes beautiful, they were small, stifling gardens. For readers, none of that beauty overcame the weirdness and frustration of reading digital media closed off from other digital media.
Without subscribers or many single-copy buyers, and with no audiences to sell to advertisers, there were no revenues to offset the incremental costs of app development. With a couple of exceptions, publishers therefore soured on apps. The most commonly cited exception is Condé Nast, which saw its digital sales increase by 268 percent last year after Apple introduced an iPad app called Newsstand that promoted the New York publisher's iPad editions. Still, even 268 percent growth may not be saying much in total numbers. Digital is a small business for Condé Nast. For instance, Wired, the most digital of Condé Nast's titles, has 33,237 digital replica subscriptions, representing just 4.1 percent of total circulation, and 7,004 digital single-copy sales, which is 0.8 percent of paid circulation, according to ABC.