NZ Rugby World kicks for goal with Newsstand app

The footy nuts at NZ Rugby World have taken some time off from analysing the ruck to kick off a new digital edition of the magazine – live now on Apple’s Newsstand for iPad.

Launched today, the digital edition contains news, school boy rugby info and in-depth coverage of the latest from ITM rugby, Super Rugby and the All Blacks.

The app is built using Oomph, a desktop publishing software for creating digital publications on iOS, developed in Australia. Oomph lets users create single issue versions or multiple issue versions, which have a recurring fee of around $750 per edition.

Unlike static print versions, the iPad magazine brings with it interactive elements such as animations, slideshows and videos. Brands are also able to make use of these added tools with rich media content and the first issue features BNZ Bank, Adidas and sports clothing brand Skins as advertisers.

NZ Rugby World’s publisher John Baker says the app was developed in around three weeks – although the project was in wings for some time before that. The Newsstand app is part of the sports magazine’s focus on adding new digital content, which includes revamping the NZ Rugby World website and adding regular email newsletters. The ultimate goal is to grow the magazine’s brand overseas and into global publication. Already many of the print version’s readers are from the UK (Wales in particular), South Africa and Australia, says the publisher.

Currently the app and first issue are free, with future editions available through individual purchases or a paid subscription. The app is in the top ten New Zealand iPad Newsstand charts and number one in the sports category. The challenge now is to convert those downloads into paid subscribers, says sales director Matthew Pert. He adds that the publication is approaching others in the rugby sphere to help promote the magazine.

Earlier this year parenting magazine OHbaby launched a Newsstand magazine. At the time managing director Angela Pederson said the Newsstand version gives the publication better access to overseas markets and 20 percent of the app’s downloads came from overseas.

Disclosure: NZ Rugby World is a part of the Tangible Media stable and a sister publication of StopPress.

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