French media conglomerate Lagardere, currently selling its Hachette Filippachi to Hearst’s NatMags, says 25 to 30 percent of people who download its free iPad taster magazines each week go on to buy tablet editions of those magazines.
At Digital Content Monetisation Europe on Tuesday, Emmanuel Vacher, general manager of Lagardere Active Digital, lifted the lid on how the publisher has evolved its strategy around Paris Match the mobile/tablet divide…
– Paid content is only a tenth of Vacher’s revenue: “We were quite disappointed with our result in that field.”
– Paris Match is selling for €1.59 ($2.16/£1.37) on iPad, below the €2.50 ($3.4/£2.15) print cover price: “It was good for the brand to be on iPad – we needed to rejuvenate the brand.”
– “We went first for in-app (payments). (Subscriptions) that’s something we are looking at… there might be further discussion with Apple (NSDQ: AAPL) on whether we will be authorised to manage the subscription on our own or not.”