Washington D.C.--The Atlantic today announced an updated app that brings all of the magazine's content--dispatches, features, fiction, and more--to the iPhone for the first time. Every article and post has been reconstructed for a reading experience that is completely customized for mobile devices--with adjustable fonts, stunning photos, and easy-to-read layouts. The March 2013 issue, published yesterday, is available for download.
The new release significantly expands on the previous iPhone app, which only featured TheAtlantic.com's Web-exclusive content. Once downloaded, full issues of The Atlantic are now available to read anytime, anywhere--including offline--merging the brand's award-winning magazine content with its continually updated Web offerings in one integrated, immersive, and fully shareable mobile destination.
"This release is a direct response to the invaluable feedback we've received from our app users and their request to bring the magazine's rich, compelling reporting to the iPhone," Kimberly Lau, vice president and general manager of Atlantic Digital, said. "I expect access to the magazine to fuel significant growth of our iOS subscriptions in 2013 and beyond."
The updated app also includes several enhancements to the existing user experience, including the ability to swipe between articles, retractable menu bars that allow more text on a device's screen, and optimization for the iPhone 5. Banner ads have been replaced in favor of interstitial ads. Atlantic readers interested in the magazine content can either validate a print subscription or buy a single issue ($6.99) or digital subscription ($21.99) through the iTunes store.
The update also introduces the Sexes Channel to the iPhone and iPad. Recently launched on TheAtlantic.com, the Sexes explores how the changing balance of power between men and women is transforming society.
This mobile application follows a series of digital moves The Atlantic
has made in response to the exploding tablet and smartphone market,
including: updates to its mobile-optimized website, the January 2013
launch of an iPad-optimized HTML5 Web app for The Atlantic Wire, the August 2012 update to The Atlantic's iPad application, and the introduction of an Atlantic Wire app for the iPhone in February 2012.
In January 2013, more than 27 percent of The Atlantic's site traffic came from mobile devices, up 48 percent year over year. Monthly active users of the flagship app have grown 47 percent year over year and subscribers to the app, previously only available on the iPad, grew 192 percent in the same period.
The app was built by Rarewire and overseen by The Atlantic's Product Director, Betsy Ebersole.
Since its founding in 1857 as a magazine about "the American Idea" that would be of "no party or clique," The Atlantic has been at the forefront of brave thinking in journalism. One of the first magazines to launch on the Web in the early 1990s, The Atlantic has continued to help shape the national debate across print, digital, and event platforms. With the addition of its news- and opinion-tracking site, TheAtlanticWire.com, and now TheAtlanticCities.com on global cities, The Atlantic is a multimedia forum on the most-critical issues of our times, from politics, business, urban affairs, and the economy, to technology, arts, and culture. The Atlantic is the flagship property of Washington, D.C.-based publisher Atlantic Media Company.