Conde Nast and Hearst have both recently caved to the whims of the great and powerful Steve Jobs by implementing Apple’s subscription system, but Time Inc. remains unmoved. Steve Sachs, Time Inc.’s Executive Vice President for Consumer Marketing and Sales, tells Ad Age:
We have chosen not to do that [Apple's iPad subscriptions]. Because when we look at who to partner with, the key parts of our principles include, of course, making sure that the look and feel of products is great for consumers, and the ability to set pricing terms but also receiving key consumer data about subscribers. That is one of the major issues for us that we haven’t been able to agree on with Apple.
Time recently declared that print subscribers get iPad versions for free, and it sounds like that’s where it’ll stop. At least for now. FishbowlNY is willing to bet that within a year Time will adopt the system too, especially if the numbers for Conde and Hearst look good.
Time is being the rebel of the group by not bowing to Apple, but while the rebel act works for high school kids who have no intention of ever having a good career and Han Solo, we doubt that it’ll work for Time.