There has been a noticeable retrenchment in magazine publishers’ expectations of what an app should do. Mashable carries a quotation from David Carey, President of Hearst Media in the US, one of the industry’s biggest hitters:

When Hearst first launched digital editions for the iPad, it loaded its titles with interactive features — features, Hearst President David Carey said, readers don’t necessarily want.

“We had to find out whether people wanted something all-new and interactive, or if they just wanted

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