Using an App ByPlace™

All the Exact Editions iOS newsstand apps now have our ByPlace™ technology on board. This means that in some locations, which have been authorised by the publisher, the user of the iTunes app has complete and free access to all content associated with the magazine or periodical.

This leads to a very rich form of promotion, and 14 apps on the Exact Editions platform will be demonstrating ByPlace™ functionality at 16 locations in the next three weeks. Many of these demonstrations are in London, but there will also be free, open, zones for specific magazines in New York, Edinburgh, Paris and Rome.

So how does this work? If you go to the British Library, and hang around nearby on the Euston Road or go to its splendid plaza:

Image 8

  • You reach for your iPhone or iPad
  • Install the freemium Literary Review app from iTunes
  • Sample the app and when you reach some hidden content, you will be given the option to gain access ByPlace™
  • Take that option. Flip the button:

Image 9A page of shielded content in the freemium Literary Review app

  • You will now have complete free access on the app, you can use it as much as you like, within the location
  • You have access to all available issues, including a decent archive
  • Free for as long as the location remains a free ByPlace™ zone — these initial trials will all last until 26 November
  • If you walk away from the location you will lose free access and if you have enjoyed your free trial, the app is on your device and a subscription can be easily purchased at iTunes
  • While you are in the zone you can even sync issues (if you have access to Wi-Fi) or bookmark search results

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So what is going on here… How do the apps manage to behave in this way?

  • Apps on the Exact Editions platform use the location awareness which is a standard for iOS devices
  • The iOS device ‘knows’ where it is
  • The user is asked whether the app can reference the location
  • A publisher will have authorized the open zone by telling the Exact Editions servers the appropriate location
  • The app references the location of the device and checks whether this is free access for ByPlace™
  • At the British Library the free zone is  Lat/Lon 51.529116 / -0.127424
  • The same free service for the Literary Review is on offer from the National Libraries of Wales and Scotland
  • The app will use any bandwidth available to the device: Wi-Fi, 3G, or 4G etc.
  • The open zone will have an approximate radius of 50/100m

This system has great potential and Exact Editions will shortly be offering our publisher partners an interface through which they can set up their own promotional opportunities early in 2014.


Apps that know where they are

Exact Editions was the first magazine platform to deliver magazine apps for the iPhone. We also had magazines on the iPad as soon as it was available. When the Apple iTunes Newsstand arrived all the apps on the Exact Editions platform were there. We have always been at the cutting edge of iOS technology.

Today we announce that Exact Editions apps are the first to be aware of their location. All the magazines and periodicals on the Exact Editions platform now support our ByPlace™ technology, and this means that the behaviour of an app depends on where it is opened. This positional awareness has tremendous potential for all topical, content-rich apps in mobile markets.


Reading the Tablet for free ByPlace in St Peter’s Square

All Exact Editions apps with the 7.4.1 version number have this ByPlace™ capability and an obvious application for publishers and consumers is that it will encourage new forms of digital magazine promotion. A magazine publisher can decide that a standard iTunes app, available for a subscription in iTunes can now be made freely available from a specific place, or several places, for a specified period of time.

In the next three weeks more than a dozen magazines on the Exact Editions platform will be freely and fully available including back issues, to potential consumers who use the iOS apps in specific places: as from today Dazed & Confused will be fully available from the Victoria & Albert museum; Le Monde Diplomatique from either end of the Eurostar line, at St Pancras station and the Gare du Nord; leading Catholic periodicals will be available free from St Peter’s square in the Vatican, and the precincts of Westminster Cathedral in London. The Literary Review will be freely available from the environs of the British Library; Music Week from Abbey Road; the Gooner from the Emirates stadiumOpera magazine from the Royal Opera House and the Metropolitan Opera at Lincoln Center, NYC etc. All the magazines with free ByPlace™ access today can be seen on this Google map. Users who pick up one of the Exact Editions apps, which are all freemium, now see a different message when they come to hidden content:


Sliding the ByPlace™ button  will enable downloads from zones wherever and whenever the magazine app’s content is free in the zone.

Magazines are reading solutions that have evolved to suit specific audiences. The successful magazine defines its own very specific audience, and the best magazines achieve success by appealing to an audience that wants to return to the publication, again, again and again. This is why subscriptions have usually been the best way of selling content to consumer magazines. Exact Editions has focused on the business of selling subscriptions to digital magazines, this focus on selling subscriptions is a great help when it comes to promoting to mobile audiences.

Exact Editions’ Managing Director, Daryl Rayner puts it this way: “Most magazine audiences collect around major events or venues, once or twice a year — or on a more regular basis — the Exact Editions platform which now offers access and promotion ByPlace™  is the best way of reaching these audiences with the simplest and most pleasing digital magazine experience. All the content available is there, within the app, for as long as you stay in the venue”. When you leave the venue you still have the app on your device but you no longer have access to the full service. As Daryl Rayner notes: “We are framing this as promotion ByPlace™, but you can also think of it as trialling by venue, and I guess that the publisher may think of it as selling by location”.  A successful trial of full, free content at a venue, a concert, a conference, an event, or a stadium, translates to a potential subscription as soon as the customer leaves the venue. The free access is no longer available when the customer quits the location, but a subscription to the magazine is just a click away, and the app remains on the customer’s device.