Time Inc. Skips The CES Bins, Sort Of; Offers Free Downloads Of All Titles
Not too long ago, grazing the magazine bins was a perk of going to a trade show. But consolidation and closures mean fewer publications—and digital platforms offer access to the info without lugging around the ones that are left. Time (NYSE: TWX) Inc.‘s solution at CES this year?
A magazine-shaped promo piece stacked in the publication bins but with none of the publishers’ content inside. Instead, the company played up its tablet editions and their cross-device access by offering them all free of charge at CES for download to iPad, Kindle Fire, Nook Tablet/Nook Color and Android devices via NextIssue. (You can try it this weekend; the free trial ends Sunday night.)…
Instead of handling out cards for one free download or sticking with a single title or device, the company tried something that matches the best of its digital intentions: getting attention for its tablet strategy, while showing the device makers it can be a good partner and stressing an ecumenical approach at the same time.