New York Times introduces HTML5 app for Apple's iPad


The New York Times is rolling out a new HTML5-based application for Apple's (NASDAQ:AAPL) iPad tablet, a move enabling the venerable news daily to skirt the revenue-sharing requirements that come with offering native iOS apps via Apple's App Store.

Available exclusively to New York Times digital and home delivery subscribers, the new app includes the paper's Web + Tablet and All Digital Access content packages. Features include a Trending section that lists the top 25 Times articles cited and shared on Twitter within the last hour as well as Times Wire, a continuous, reverse-chronological feed of the latest articles, videos and slide shows published on the site.

The NYTimes Web App features swipe-enabled navigation and supports both portrait and landscape modes. iPad users can also opt for the new Today's Paper format, which borrows from conventional newspaper formatting to present sections organized under print topic headings.

Readers can access the NYTimes Web App via the iPad's Safari browser. By bypassing the App Store, The New York Times is not required to fork over 30 percent of subscription revenues to Apple or share any subscriber data. Publications including The Financial Times have also decided to forgo native iOS experiences in favor of HTML5, although The New York Times continues to offer subscription-based mobile packages for the iPhone and iPad through Apple's iTunes in conjunction with the new Web App.

This summer, The New York Times launched NYT Everywhere, a multi-platform content distribution strategy that kicked off in partnership with social magazine application Flipboard. The NYT Everywhere initiative enables Times readers to view full articles, videos, photo slideshows and blogs across third-party applications and websites, representing the first time the news outlet has offered paid subscribers full access to its content outside of a Times-owned platform. Flipboard--which previously relied solely on free content from publishers--authenticates all Times subscribers, leveraging new technology designed specifically for the NYT partnership.

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