Apptitude Media is new digital media company that combines old-world publishing expertise with a proven talent for publishing to tablets and smartphones. And it promises to help re-invent the magazine, says founder and CEO Marc Hartog, who successfully led British Journal of Photography's management buy-out.
"We are at the very beginning of a publishing revolution," says Hartog. "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."
Apptitude Media comprises the team behind BJP, the award-winning 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 been downloaded more than 200,000 times.
"Behind the scenes, we're celebrating this chance to gather all our ideas together and run with them, focusing on what we do well, and heading in new directions as an independent company, free to pursue the opportunities we see in digital publishing," says Apptitude Media's editorial director and BJP's editor, Simon Bainbridge. "But outwardly, you shouldn't see any immediate changes to British Journal of Photography; it's very much business as usual until we get some time to tweak the look of the printed magazine and app. We'll also be considering what we do online, increasing the frequency of our iPad edition, and putting some attention into what we do for the iPhone."
Apptitude Media also publishes the UK iPad edition of Popular Science, one of the most widely read publications in the world; it has also partnered with cutting-edge fashion and lifestyle magazine, 125, to bring it to the iPad for the first time. Publication of all three brands will continue uninterrupted.
Harnessing the team's expertise and experience, Apptitude Media promises to help publishers transform their print magazines and bring them to life on tablets and smartphones. For more details about Apptitude Media, visit www.apptitudemedia.co.uk.
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