London Evening Standard launches new iPad app to broaden readership
The London Evening Standard has launched a new iPad app, creating a replica version on the print newspaper, with the aim of broadening the readership in time for the influx of visitors for the Olympics.
The app version of the newspaper will be available from about 3.30pm every day, and aims to draw on the want for a newspaper-led experience as opposed to a web-based app.
Andrew Mullins, managing director of The Independent, i and London Evening Standard, said: “When the London Evening Standard went free we had no choice but to restrict the availability of its distribution to central London and in the evenings only. Loyal readers in the suburbs and Greater London were very disappointed to no longer be able to read the Standard and repeatedly claimed they would still pay 50p if only we would make copies available. This new app, which brings the London Evening Standard newspaper experience brilliantly to life on a tablet platform, now allows us to be able make the Standard fully available once more to all prospective readers wherever they are. This development is part of our strategy to facilitate convenient availability of high quality London- based journalism across multi-media and multi-devices.”
Zach Leonard, managing director for digital at The Independent i and London Evening Standard, said: “This crisp and fresh new app for the London Evening Standard allows the brand toreally own the London experience for both Londoners and visitors alike. It allows us to deliver its quality journalism to a quality audience wherever and whenever they choose to engage with it, and wherever they live, and enhanced opportunities for advertisers.”