Not every publisher's feathers were ruffled by the changes Apple made to its subscription policy earlier this week. While Rhapsody may have responded negatively to the changes, some publishers are accepting the new terms and adopting Apple's new subscription model. According to Advertising Age, three popular magazines, Elle, Nylon and Popular Science, will let customers subscribe via the App Store and, in return, will concede some of their valuable customer data to Apple. The trio believes the advantages of distributing content via Apple's mobile platform outweigh any potential disadvantages.
Nylon is the smallest magazine of the bunch and will be least affected by the loss of customer information. The independent magazine eyes the monetary reward of increased subscriptions and assumes its customers will still provide demographic information via other methods. Popular Science shares a similar approach and may prompt users to share their information after they have purchased a subscription and received their second or third issue of the digital magazine.
Hachette Filipacchi Media U.S., the publisher behind Elle magazine, is taking a wait and see approach. Rather than become enemies with Apple, the magazine is going to adopt the model and see how it turns out. The publisher also sees the model as being very fluid and one that Apple and publishers can modify over time. "I don't think this is something that is set in stone either for us or for Apple. I'd rather work with them to improve it over time than just sit on the sidelines," said Philippe Guelton, Executive Vice President and COO at Hachette Filipacchi Media U.S.