Why we’re going free with the Encore iPad app
So three months ago, we made something of a leap when we launched an iPad edition of Mumbrella’s sister title Encore magazine.
Today we’re making another leap – we’re making it free. You can find it on the App Store here.
At the time, I promised to share what we learned along the way – and our numbers, no matter “how embarrassingly small”. And I’ll do that in a moment.
A lot has happened since then, and we’ve learned a lot.
Thanks for this Tim, highly informative insight.
Not everyone has an ipad Tim. You need something that works well on Android too
Hi Anon,
Thanks for the advice – and indeed market research.
Watch the video above if you like – there is a bit of a discussion around that topic.
Cheers,
Tim
What’s the breakdown of paid iPad-subscriptions v iPad-issues?
Just wondering as I purchased the iPad subscription, rather than by issue, but must admit I’ve only probably gone back into the App once or twice and haven’t downloaded all issues available…
Hi Cal,
As far as I can tell, 93 subs, 219 single issues.
Actually – perhaps you can give me some feedback… we’ve been cautious on sending out push notifications in case they are annoying. Would you prefer it if we sent one out each time there is a new edition?
Cheers,
Tim – Mumbrella
Any refunds for those that paid for a long term sub?
Hi Nathan,
If you want to email me at tim@focalattractions.com.au we’ll sort you out.
Cheers,
Tim – Mumbrella
Great article/piece. I applaud your honesty and openness. Have downloaded and subscribed.
Most mags send out a few notifications and it’s only then that I remember to go and download a new issue, so yes, use them as best you can (once when new issue out/2nd reminder mid-way through month?)
Was also an initial paid subscriber but happy to have contributed and learn from the data you’re providing 🙂
Thanks, Cal!
After talking with you and Sean over red wine a few times before I sold my AustralAsian Music Industry Directory and TheMusic.com.au to the Treweek brothers before I retired in 2010, I’m thrilled that you have taken the plunge into the iPad edition and freemium publishing. I did it first in 1988 with the AMID when we launched with a 96 page biannual edition that was free if picked up at the door of our office and $5 if posted. And we also had it free on the Entertainment Systems Intl bulletin board and email service.
It was totally paid for by ads up front, every qualified company got one free listing and one free copy. Everyone said it would never work but then, they were Australians who always seem to find reasons why things can’t work and often claim they thought of it but didn’t pursue it if it was a success.
Several million dollars later, we’d put it up on the Internet for free, then charged for a deeper sub with updates, created a free music industry news service online and created parallel services r products that fed off our traffic and having created a niche in the industry, then cornering it.
A music business book store people said there wasn’t a market for sold tons of specialist titles, often parallel imported. A music business conference that we were told people would not pay to attend racked up to 700 people at $500 a head every two years–with no distracting band showcases or booths in the end. Representing MIDEM for ten years and then South by Southwest for a decade, we went from a handful of delegates to over 600 and sold stand space and a ads in foreign markets.
We didn’t need ad agencies and didn’t commission them–they charged their clients the extra 10% if they wished. Selling at the door for $40 instead of $55 by mail brought in people who saw our books, read about our conferences and became our evangelists. We even set up a music industry employment service that was highly successful though we dropped it just before the faces hit the fan in the biz.
You boys, like the Treweeks, are taking a tremendous risk it would seem, but you will reap tremendous rewards for what you are giving away to attract eyeballs. It will reach to their wallets and they will be loyal as long as you serve them prime cuts of info as data-drug dealers and not spiced shoulder ham (SPAM) as commercial junk food.
Go get em and enjoy the ride!
Nice one Mumbrella crew… I believe in Encore too… Keep up the good work!
It’s a great mag. Good move.
so.. its not available for Android?
I know the ad industry is filled with apple fanbois, but i cant believe any item in this day and age is not producing an android option 1st…let alone not at all.
Fascinating. It’s a great read on the iPad, glad i can recommend the free version to others now.
And it’s ok, I’ve been burnt by buying apps that become free a bunch of times, you can keep my subscription money. Buy yourself something nice.. 🙂
I tried to get the iPad app from your front page by hitting the image and was directed to https://mumbrella.com.au/wp-content/uploads/2012/07/July-Cover-iPad.jpeg which ended up being an error page. Only when I tapped the hyperlink above it did I come back to this page. But I did get the app and the mag is brilliant in its execution within it. Congrats. It’s taken me back to reading it after a few years off.
BTW, it would be a good idea to have a music analysis column each issue or relevant news.
How refreshingly open – well done Mumbrella/Encore.
I hope the free versions goes on to find a wide readership.