BJP says iPad launch 'exceeded our wildest expectations'

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One of the world's oldest photography magazines has reported a more than 10-fold increase in readership since the niche title launched an iPad edition last winter.

The British Journal of Photography, which has been in print for the past 158 years, said its launch on the Apple Newsstand "exceeded our wildest expectations".

The publisher said in a release that its paid-for bespoke iPad app had been downloaded more than 100,000 times - dwarfing the niche print edition's circulation of 8,000.

The first paid-for edition was released on the iPad last December via Apple Newsstand, the dedicated portal to download magazines from the App Store.

It costs £6.99 - but a 50-page preview is made available free of charge.

BJP publishing director Marc Hartog said in a release: "Our app has exceeded our wildest expectations, hitting over 100,000 downloads already and growing fast, which is more than 12 times our print readership.

"The iPad and Newsstand present us with an opportunity to deliver our content to a global audience in an environment which we believe readers will see real value in.

"We had faith that people would pay a premium price for premium digital content delivered in an interactive and immersive environment, and this has paid off with several thousand subscriptions for our iPad edition in just the first few months of launch."