Tuesday, February 16, 2010

FT.com / Media - iPad deals with publishers face hurdles

Think different

Ownership of subscriber information and pricing have emerged as key issues.

Apple’s practice of sharing with its partners little consumer data beyond sales volume is a problem. “Is it a dealbreaker? It’s pretty damn close,” said one senior media executive of a US metropolitan daily newspaper.

Publishers have spent decades collecting information about subscribers that influence marketing plans and, in some cases, the content of the publication itself. Apple’s policy would separate them from their most valuable asset, publishing executives said. “We must keep the relationship with our readers,” says Sara Öhrvall, senior vice-president of research at Swedish publisher Bonnier . “That’s the only way to make a good magazine.”

FT.com / Media - iPad deals with publishers face hurdles

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