


	WAN-IFRA XMA Cross Media Awards 2011





	Company: Bloomberg News
	Project name: Bloomberg Businessweek+





	General information about the publication

	Bloomberg Businessweek is a trusted source of essential, comprehensive insight that business leaders depend on to get ahead. Bloomberg Businessweek offers a global perspective to help senior executives profit from smarter, faster, and more informed decisions. Founded in 1929, the magazine is a market leader, with more than 4.7 million readers each week in 140 countries. Drawing on more than 2,300 journalists in 146 bureaus across 72 countries, Bloomberg Businessweek covers the business world like no one else can.

	Entry description

	A whole new way to experience Bloomberg Businessweek magazine—and more. Re-imagined for the iPad, this engaging and easy-to-use app combines the magazine's fresh perspective on global business news and market trends with interactive features that enhance its award winning content.

	The basic idea of your application project

	Bloomberg Businessweek+ (Plus) is an app designed specifically for the iPad that provides all the content in the print edition of the magazine along with exclusive content and interactive features that enrich the reading experience in ways that are important to Businessweek readers. We wanted to provide a clean, easy-to-use, and elegantly designed experience while giving readers multiple ways to discover content quickly and easily. Some of the unique features include: - Exclusive video featuring Bloomberg Businessweek's editor and creative director as they provide a behind-the-scenes look at the feature story and designs for each week’s cover. - Audio commentary from Tom Keene’s Econochat and Charlie Rose. - The latest market information and news on companies mentioned in articles (tap on the name of the company in the article (in bold) or tap on the Related tab) - A Global Table of Contents, Section Table of Contents and Interactive Index of Companies to easily find articles. - Portrait and landscape options; resizable fonts to suit personal reading needs - Ability to search across all issues; save articles in a personal library, and share via email, Twitter and Facebook. There are two distinct audiences for the app: • Retain existing subscribers: The app is available for free to existing Bloomberg Businessweek subscribers as part of their subscription to the print magazine • Attract new subscribers (tech-savvy business executives): The app is available for a monthly subscription of $2.99

	Used media channels


	Newspaper		Supplement/Magazine

	Mobile Services		Online

	Radio

The implementation

Bloomberg Businessweek+ launched in the Apple app store on April 11, 2011. The Bloomberg Mobile Team led the development of the app, in partnership with a large cross-functional team that consisted of Technology, Bloomberg Businessweek Consumer Marketing, Acquisition & Retention, Editorial, Radio and News.
The product and messaging was consistent across all media channels and we used all relevant vehicles to promote and highlight the benefits of the app.

Image(s)

business_week_plus_logo_stacked.png (132 KB)

ipad_ad_wsj_ok_lowres.pdf (1707 KB)

bbw_ipad_ad_generic.pdf (4398 KB)

BBW iPad Screen Shots 3.zip (2074 KB)

Links

http://www.businessweek.com/mobile
http://www.bloomberg.com/promo/May/BBW/300x250_2.h ...
http://www.bloomberg.com/promo/May/BBW/640x480.htm ...
http://www.bloomberg.com/promo/May/BBW/640x480_2.h ...
http://www.bloomberg.com/promo/May/BBW/728x90_2.ht ...

Results of the application implementation

In its first two months of launch, the Bloomberg Businessweek+ iPad app has been hugely successful. We received a lot of positive feedback and ideas for future enhancements that we took and implemented
- 4.5 out of 5 rating in App Store
- Highest rated business magazine app (4.75); Economist (2.9), Newsweek (1.7), Fortune (1.9), WSJ (3.0)
- #1 app in the business category (peaked at #11 overall in the App Store)
- Extremely well received by the industry and subscribers
- "Finally, an iPad magazine app that is a pleasure to use." -- Business Insider
- "Isn’t cluttered with gimmicks and hard-to-understand controls. It flows nicely." -- Tech Crunch
- "The issues are sleek, colorful and designed with the iPad reader in mind…Other additions, such as the ability to read the magazine in both horizontal and vertical formats, and search across multiple issues, merit a truly grade-A experience in the digital magazine category." -- Mashable
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- "Interesting features that other magazine apps would do well to emulate." -- Paid Content
-Customer Reviews:
- “Love this app. Makes it very easy to search and discover articles.”
- “Bravo! This app is a spectacular example of moving print media into the digital age.”
-“Absolutely FANTASTIC. Beautiful and simple interface. Implementation is near flawless!”
-“Perfect! Finally a magazine company who gets it!! I glady paid for the subscription.”
-“Huge Leap Forward! The app advances the state-of-the-art for what a magazine app should do. Simple but powerful.”