Fortune’s iPad app used to open up to a storefront image, asking users to pay before viewing any content. That’s the way plenty of magazine apps function, but Fortune has now shifted gears. The new Fortune iPad app weaves both free and pay-to-view content together in order to keep readers browsing, and maybe even lure some non-subscribers to pay up.

“Beginning with the current issue, iPad users can experience Fortune soup-to-nuts on their tablets,” said Fortune.com’s managing editor, Megan Barnett, in a statement. “The magazine content is interspersed with daily news and analysis in an easy-to-swipe news app. It’s the best of Fortune in a mix of free and paid content.”

Mixing the content is a smart move by Fortune. There are plenty of people who have a magazine app, but for whatever reason, have decided not to become a subscriber. By offering free items along with the tempting subscriber-only content, Fortune is getting those people to give the app another try.

New subscribers to Fortune magazine receive one month free on the iPad app. Otherwise the pricing is one month for $2.99, one year for $19.99 or a single issue for $4.99.