How many people are subscribers to The New Yorker iPad app that don’t actually read for whatever reason? If the app were easier to use and quicker to access, then you’d have users, not just subscribers. And users tell their friends about the recent article they read; users read the app in front of their co-workers during lunch break; users actually get invested in the app. If you can garner the attention of your subscriber base, and not just their money, then your road to growth gets significantly easier.
Shawn Blanc – We just want to read.