The Daily Shuts Down
The Daily, one of the most discussed Apple-related rumors of late 2010 that turned out to be a poorly designed iPad-only magazine, is shutting down on December 15. AllThingsD reports, in fact, that parent company News Corp. will “cease standalone publication” of the app later this month. Technology and “assets” from The Daily will be folded into News Corp-owned The New York Post, a tabloid. News Corp.’s Murdoch was quoted in the press release:
From its launch, The Daily was a bold experiment in digital publishing and an amazing vehicle for innovation. Unfortunately, our experience was that we could not find a large enough audience quickly enough to convince us the business model was sustainable in the long-term. Therefore we will take the very best of what we have learned at The Daily and apply it to all our properties. Under the editorial leadership of Editor-in-Chief Col Allan and the business and digital leadership of Jesse, I know The New York Post will continue to grow and become stronger on the web, on mobile, and not least, the paper itself. I want to thank all of the journalists, digital and business professionals for the hard work they put into The Daily.
Quite a departure, unfortunately, from Murdoch’s original statements on the future of his venture:
The Daily is not a legacy brand moving from the print to the digital world. We have license to experiment. We believe The Daily will be the model for how stories are told.
Murdoch’s intent may have been noble enough to justify the effort, but The Daily — as an app — was flawed since the first issue. The interface was clunky and confusing; the app required large downloads, and, in just a matter of weeks, its readership substantially decreased, in spite of heavy promotions by News Corp, including a commercial that aired during the XLV Super Bowl.
The Daily was launched in early 2011 as part of Apple’s new subscription feature for App Store apps.