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How Well Is The Daily Actually Doing?

So, people love to hate on The Daily. That whole oldest dog in South Dakota thing. The fact that reporters keep leaving it for else where. But mostly people hate on it because they think no one is reading it, and everyone likes to engage in a little bit of schadenfreude.

But just how well, or poorly, is The Daily actually doing? When it began charging on March 21, it did so amid rumors that it had only 5,000 subscribers. While publisher Greg Clayman told Ad Age that downloads numbered in the “hundreds of thousands,” he wouldn’t say how many have paid for the app, only saying that the 5,000 figure “isn’t accurate.”

Jeff Bercovici at Forbes doesn’t know how many subscriptions The Daily has sold (that number remains a mystery) but he has amassed the data on how well The Daily did during trial: the app was downloaded 500,000 times, which means that around 2.5 percent of iPad users have at least tried out The Daily. He was also told The Daily has 75,000 “regular users,” meaning 15 percent of those who downloaded it liked it enough to keep reading it at least as long as it was free. The Daily didn’t officially comment on these figures, unsurprisingly.

Let’s put this in context: Jeff Jarvis estimated that The Daily would need 750,000 subscribers at its current price of 99 cents a week to start breaking even. So, guess they have their work cut out for them.

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