How many peo­ple are sub­scribers to The New Yorker iPad app that don’t actu­ally read for what­ever rea­son? If the app were eas­ier to use and quicker to access, then you’d have users, not just sub­scribers. And users tell their friends about the recent arti­cle they read; users read the app in front of their co-workers dur­ing lunch break; users actu­ally get invested in the app. If you can gar­ner the atten­tion of your sub­scriber base, and not just their money, then your road to growth gets sig­nif­i­cantly easier.

Shawn Blanc — We just want to read.