Launching this week as a new digital media company, Apptitude Media aims to help reinvent the magazine, combining old-world publishing expertise with a proven talent for publishing to tablets and smartphones.
Posted on: 06 February 2013 07:17
Founder and CEO, Marc Hartog says: “We are at the very beginning of a publishing revolution. Magazines have been around for nearly 300 years, and they will be around for the next three centuries in one way or another, but what form they will take is being shaped right now.”
Marc successfully led a management buyout of the British Journal of Photography, which has been in print since 1854, from Incisive Media and has subsequently completed a first-round of investment to form Aptitude Media. Incisive Media are taking a minority stake in the new enterprise.
Apptitude Media comprises the team behind the British Journal of Photography (BJP), the niche magazine that transformed its fortunes with the introduction of a custom-made app for the iPad. Since launching the app in September 2010, BJP has more than doubled its paying subscriber base, and the app has now been downloaded over 200,000 times. The team also recently launched a UK iPad edition of Popular Science, one of the most widely read publications in the world. Other partnerships include cutting-edge fashion and lifestyle magazine 125, brought to the iPad for the first time.
Based in Soho, London, the fifteen strong team encompasses all areas of expertise in app publishing. According to Gregg Hano, CEO of Mag+ and former SVP of Bonnier corporation: “In my opinion the team are doing some of the best work in the digital publishing space, among the top 1% of digital publishers in the world.”
Apptitude Media also offers a bespoke service consulting with publishers, blending creativity, visualisation and innovative technology to help them re-imagine their print titles as truly interactive digital magazines. From design through to app production, the Apptitude team will guide clients through the complex process of gaining compliance and approval for their apps, and advise them on how to market and sell their products via online retailers such as Apple’s Newsstand, says the company.
Apptitude Media is actively pursuing partnerships with any business looking to capitalise on the fast-growing readership opportunities offered by tablets and smartphones, and their global user base.
Marc concludes: "I am looking forward to working with a world class team, fresh ideas and new launches, working hard, having fun, and just being part of the most exciting time in publishing in a generation.”
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