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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.





By Electronista Staff
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Comments

  1. droz

    Fresh-Faced Recruit

    Joined: Jul 2009

    -2

    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***.

  1. testudo

    Forum Regular

    Joined: Aug 2001

    -1

    Re: 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***

    There is one very good reason Apple's name wasn't mentioned. It's because Apple doesn't let companies use it's name or sell it's product without having input on the commercial.

    If you look at any advertising that ATT does, they rarely if ever specifically call out the iPhone. Apple doesn't want crappy ads being tied to their name, since part of their image is their advertising.

    Plus, Apple doesn't mention their own name on their own iPad commercials (since there's just nonsensical music, no voiceover).

  1. testudo

    Forum Regular

    Joined: Aug 2001

    0

    oh

    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.

    BTW, why would it need to mention the iPad? Are there people who don't know that the tablet displayed in the entire ad is an iPad?

    Along with the ad, The Daily's team said it was aware of early teething troubles for its app, including bugs and stability fixes.

    Wait, I thought Apple's approval process was supposed to weed out crappy apps.

    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.

    Exactly what type of news updates are they needing? How 'short' is too short? Your average "breaking news" update on the web contains about 3 sentences of actual information, followed by 500 sentences of guesses, assumptions, information that may or may not have any bearing on the actual 'breaking' event, information that is somewhat or completely incorrect, and instructions to come back later.

    h***, do you see the c*** the TV news channels put on when there's a breaking story. Most is rumor, innuendo, unconfirmed speculation, and just hour and hour of blather about how it's all someone's fault (pick one from: Obama, Republicans, Democrats, Palin, Limbaugh, FoxNews, Muslims, or testudo).

    I know, they'd rather hear the news about how there's a balloon with a boy in it flying around, and let those lame-a** reporters waste their time actually try to find out if there really is a boy in there at all.

    Updates are supposed to occur multiple times a day and can include breaking news, but little of this has been seen so far.

    Maybe no news has been breaking?

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