News International executives have long thought that iPad apps were the key to making their paywall a success. The launch of The Sunday Times app yesterday, was then a pivotal day in the life of the pay-per-view experiment. A memo to staff today announced that “The Sunday Times app has leapt to No 1 within 24 hours of being released, beating all other apps, including games.”
The app, which is free, allows users to access the iPad edition of The Sunday Times. A separate app is necessary to view The Times content. Once users have the app, they use their website or subscriber log-on details to access the content, which downloads to the device and can then be viewed without an internet connection.
Reaction to the iPad edition of the paper has been generally positive – although whether the excitement surrounding it is sufficient to make it a business success remains to be seen.