The Daily gets $3m Super Bowl ad, vows improvements
updated 09:30 pm EST, Sun February 6, 2011
News Corp runs The Daily Super Bowl ad
(Update: iPad-friendly video) News Corp during the Super Bowl made a first for a tablet magazine with both the first real TV ad (below) for The Daily as well as one the most expensive iPad app marketing efforts to date. The ad is relatively low-key and pushes both the range of content for the iPad magazine as well as its interactivity. Although it uses an iPad throughout its 30 seconds, the commercial notably doesn't make any mention of Apple's hardware by name and just refers to it as a "tablet" magazine.
The ad is likely to have cost News Corp an extensive amount. A typical 30-second ad for Super Bowl XLV is estimated to cost about $3 million and would represent about six weeks of business for the fledgling publication. Company head Rupert Murdoch has already put $30 million into the publication and has been confident that his subscriber base would get into the millions in time.
Along with the ad, The Daily's team said it was aware of early teething troubles for its app, including bugs and stability fixes. A number of complaints have emerged surrounding the publication so far, including both those described as well as a sluggish navigation carousel and a lack of timely news updates beyond very short notices. Updates are supposed to occur multiple times a day and can include breaking news, but little of this has been seen so far.
No timetable has been given for when the fixes would roll out.
Fresh-Faced Recruit
Joined: Jul 2009
The Daily = EPIC FAIL
There was some discussion about why Apple's name wasn't mentioned in the ad. Some say it's because Murdoch plans to bring to other tablets as well, but honestly I'm putting money on Apple just not being keen on putting their name on this unpolished t***.