The Economist is planning a Middle East marketing campaign to promote its iPad and iPhone applications, in a region it says has "high potential" for its digital products.
The business magazine is well known for its advertising campaigns, with bold marketing messages taking part of the credit for higher sales of the print title.
To further increase readership, the magazine has launched applications - or apps - for the Apple iPad, iPhone and iPod Touch, with the aim of boosting its global digital user base to 1 million subscribers.
"The global campaign will cover the Middle East," said David Taylor-Evans, The Economist Group's managing director for the Middle East and Africa.
"In addition, we are showcasing our digital platforms with free Wi-Fi hot spots in popular cafe locations in Dubai and Abu Dhabi," he said.
"The app will give a wider range of delivery options for subscribers in the region. In addition to the print version, all subscribers receive access to The Economist in all its digital forms".
Applications include a free weekly sample of articles, with users given the option of paying for access to the entire magazine for US$5.99 (Dh22) per issue.
Oscar Grut, the managing director of digital editions for The Economist, said there was "a very high potential" for the magazine's apps in the Middle East, partly because of the relatively slow distribution of the print edition.
"It's quite hard to reach a lot of the countries in the Middle East region in a timely manner," he said.
He added that the initial uptake of the apps had been strong. "In the UAE, we are the 11th most-downloaded iPad application. It's a good, encouraging start," he said. "I'm pretty bullish about people wanting to read our kind of content on digital devices."
Analysts expect Apple to sell about 7.5m iPads this year, with some forecasting sales of 20m units in 2011.
Mr Grut confirmed that The Economist had a global target of 1 million digital subscribers within three years. "That's the target we set ourselves for digital subscriptions across all platforms - it's not iPad-specific," he said. The title was already available via the Kindle and Zinio digital magazine services, and the publisher was also "looking at other platforms", Mr Grut said.
News outlets around the world are starting to embrace apps for smartphones and digital tablets, through which money can be raised via subscription fees and advertising revenue.
Last month the Financial Times said its iPad app had generated more than £1 million (Dh5.8m) in advertising revenue since it was launched in May, with more than 400,000 downloads. The Economist is 50 per cent owned by the Pearson Group, which also owns the Financial Times.
Publishers in the Middle East have been relatively slow to embrace the trend, but some newspapers, such as The National and 7DAYS, have launched mobile apps.
7DAYS, based in Dubai, has an edition for the iPhone, and recently launched an app for BlackBerry handsets. An expanded iPhone app, plus downloads compatible with Android, Windows and Symbian operating systems, are to follow.
Will Breitholtz, the digital manager at the 7DAYS, says the newspaper is bullish on mobile apps but hesitant on the iPad.
"To be honest, the jury is still out on the iPad in this region. It's still not as significant a part of the market … at this stage," he said. "We don't think that it's as popular as perhaps it was perceived at the beginning."
He said that while the 7DAYS advertising-driven mobile apps were "not yet" profitable, he expected revenues to pick up soon.
"We are getting good click-through rates for the banner [advertising] on the applications," he said. "I'm confident that we will see good, consistent levels of revenue by quarter one next year."
bflanagan@thenational.ae
Coffee: black death or elixir of life?
It is among the greatest health debates of our time; splashed across newspapers with contradicting headlines - is coffee good for you or not?
Depending on what you read, it is either a cancer-causing, sleep-depriving, stomach ulcer-inducing black death or the secret to long life, cutting the chance of stroke, diabetes and cancer.
The latest research - a study of 8,412 people across the UK who each underwent an MRI heart scan - is intended to put to bed (caffeine allowing) conflicting reports of the pros and cons of consumption.
The study, funded by the British Heart Foundation, contradicted previous findings that it stiffens arteries, putting pressure on the heart and increasing the likelihood of a heart attack or stroke, leading to warnings to cut down.
Numerous studies have recognised the benefits of coffee in cutting oral and esophageal cancer, the risk of a stroke and cirrhosis of the liver.
The benefits are often linked to biologically active compounds including caffeine, flavonoids, lignans, and other polyphenols, which benefit the body. These and othetr coffee compounds regulate genes involved in DNA repair, have anti-inflammatory properties and are associated with lower risk of insulin resistance, which is linked to type-2 diabetes.
But as doctors warn, too much of anything is inadvisable. The British Heart Foundation found the heaviest coffee drinkers in the study were most likely to be men who smoked and drank alcohol regularly.
Excessive amounts of coffee also unsettle the stomach causing or contributing to stomach ulcers. It also stains the teeth over time, hampers absorption of minerals and vitamins like zinc and iron.
It also raises blood pressure, which is largely problematic for people with existing conditions.
So the heaviest drinkers of the black stuff - some in the study had up to 25 cups per day - may want to rein it in.
Rory Reynolds
Cherry
Directed by: Joe and Anthony Russo
Starring: Tom Holland, Ciara Bravo
1/5
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The specs: 2019 Jeep Wrangler
Price, base: Dh132,000
Engine: 3.6-litre V6
Gearbox: Eight-speed automatic
Power: 285hp @ 6,400rpm
Torque: 347Nm @ 4,100rpm
Fuel economy, combined: 9.6L to 10.3L / 100km
How does ToTok work?
The calling app is available to download on Google Play and Apple App Store
To successfully install ToTok, users are asked to enter their phone number and then create a nickname.
The app then gives users the option add their existing phone contacts, allowing them to immediately contact people also using the application by video or voice call or via message.
Users can also invite other contacts to download ToTok to allow them to make contact through the app.
The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
Price: From Dh192,500
On sale: Now
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
No.6 Collaborations Project
Ed Sheeran (Atlantic)
BEETLEJUICE BEETLEJUICE
Starring: Winona Ryder, Michael Keaton, Jenny Ortega
Director: Tim Burton
Rating: 3/5
How it works
Each player begins with one of the great empires of history, from Julius Caesar's Rome to Ramses of Egypt, spread over Europe and the Middle East.
Round by round, the player expands their empire. The more land they have, the more money they can take from their coffers for each go.
As unruled land and soldiers are acquired, players must feed them. When a player comes up against land held by another army, they can choose to battle for supremacy.
A dice-based battle system is used and players can get the edge on their enemy with by deploying a renowned hero on the battlefield.
Players that lose battles and land will find their coffers dwindle and troops go hungry. The end goal? Global domination of course.
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Abu Dhabi Sustainability Week
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UAE currency: the story behind the money in your pockets
In-demand jobs and monthly salaries
- Technology expert in robotics and automation: Dh20,000 to Dh40,000
- Energy engineer: Dh25,000 to Dh30,000
- Production engineer: Dh30,000 to Dh40,000
- Data-driven supply chain management professional: Dh30,000 to Dh50,000
- HR leader: Dh40,000 to Dh60,000
- Engineering leader: Dh30,000 to Dh55,000
- Project manager: Dh55,000 to Dh65,000
- Senior reservoir engineer: Dh40,000 to Dh55,000
- Senior drilling engineer: Dh38,000 to Dh46,000
- Senior process engineer: Dh28,000 to Dh38,000
- Senior maintenance engineer: Dh22,000 to Dh34,000
- Field engineer: Dh6,500 to Dh7,500
- Field supervisor: Dh9,000 to Dh12,000
- Field operator: Dh5,000 to Dh7,000
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Favourite book: ‘The Art of Learning’ by Josh Waitzkin
Favourite film: Marvel movies
Favourite parkour spot in Dubai: Residence towers in Jumeirah Beach Residence
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