By RUSSELL ADAMS
The New Yorker is launching an iPad version of the magazine Monday, in a significant test of an iconic, old-media brand's efforts to refashion itself for the tablet-computer age.
Among the special features of the New Yorker's iPad app, the David Hockney cover animates so that users get a brush-by-brush recreation.
The launch highlights the mounting pressure on Apple Inc. to give publishers a way to sell their magazines more than one digital issue at a time. Executives from the New Yorker and its publisher, Condé Nast, say the true value of apps like the New Yorker's can't be realized until readers are allowed to purchase subscriptions.
"It is important to the New Yorker that we have offerings that allow long-term relationships with the consumers," said Condé Nast President Bob Sauerberg. "Obviously, we don't have that in place for the moment with Apple. We are very keen to do that."
The New Yorker's iPad application, at $4.99 an issue, comes with many of the bells and whistles now familiar to readers of periodicals on the device: an animated cover, slideshows and bonus content including extra cartoons and a video guide to reading the issue featuring actor and avid New Yorker reader Jason Schwartzman.
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