The Australian has relaunched its iPad app as revealed by B&T earlier this month, with the fresh app featuring its magazine inserts and a new advertising platform.
Nicholas Gray, chief executive of The Australian, said the newspaper has been “reimagined for the iPad”, with the new app featuring the AccessOne ad platform which automatically reproduces print ads into that day’s tablet edition at no extra cost.
“Early trials of the new app, which engages readers who want a newspaper experience on a tablet, proved a success with reader engagement more than doubling to numbers well ahead of any major news website in Australia. The iPad App clearly represents the best opportunity yet to create a newspaper-like experience in a digital form,” Gray said.
“We are all delighted that we have been able to reinvigorate the newspaper consumption experience with high-quality graphics and video and believe it will resonate strongly with our audience.”
As previously reported by B&T, the new app features weekend edition of the paper’s magazine insert The Weekend Australian Magazine. Magazine inserts The Deal and WISH will also be included.
Clive Mathieson, The Australian editor, added: “The Australian never stands still. From our first issue printed 50 years ago to today’s multi-platform approach, we’re in constant conversation with our audience. In 2010, we were the first newspaper in Australia to launch an iPad app. And in 2011, we were the first general newspaper in Australia to launch an online subscription service.
“Our new iPad app, with its range of new features and products for readers and advertisers, remains intuitive and easy to use. The new design elements significantly enhance the customer experience. And more than ever, the app delivers a complete news experience – our world-class articles, images and video presented in a dynamic format.”
The new app also moves The Australian from the iPad desktop to the Newsstand.
The statement said the new ad platform will pull advertising material from the print edition into the same day’s tablet edition at no extra cost but will come with an option for enhanced digital creative.
AccessOne has been a “huge success” at The Australian’s sister masthead The Times of London, according to Gray who said he was delighted to be the first Australian publisher to launch the product.
“AccessOne revolutionises our commercial offering – with one ad buy and one creative marketers can access our premium audience across print and iPad, and we can help them add interactivity to their iPad ad for a small incremental cost.”
AccessOne can be used when buying print ads in The Australian, The Weekend Australian, The Weekend Australian Magazine, The Deal and WISH.
News Corp Australia has partnered with global interactive app publisher Oomph to optimise print ads to tablet form.
‘Brings to life’ marketing campaign
A marketing campaign created by Archibald/Williams will launch today across broadcast, digital, print, social and outdoor media to promote the new app.
Print activities include the wrap of today's edition of The Australian (pictured top right and below).
See the new television ad below: