The New York Times will debut a mobile application for its Book Review section on Sony’s Reader device within the next couple of weeks. Amazon Kindle and Barnes & Noble Nook applications will also be for sale, according to Poynter.
The Times already has applications for their news content on the Kindle (for sale at $13.99 a year) and other mobile devices. Times marketing director James Dunn didn’t give a price point for the new Book Review application, but told Poynter that more applications will be created around specific forms of Times content.
This is useful for the Times because:
- They can monetise lots of other forms of content instead of rolling all their content into a monster app that is too confusing and bloated to be useful for users.
- Advertisers will be more likely to sign on to sponsor against focused content in specific categories like movies or entertainment news.
- They can customise apps and bundle them with other products from partners (perhaps a Book Review app can be offered in a package along with a Weekender print subscription).
- They can also cater apps to users. Times readers pull out (or click on) their favourites sections or blogs. The Times can take advantage of that.
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