The Toronto Star is boasting a solid start to the big bet it placed on a daily tablet edition, saying its Toronto Star Touch app has been downloaded more than 100,000 times in its first two months.
The newspaper, which is the flagship daily owned by Torstar Corp., also told staff on Friday that readers are spending about 18 minutes a day on average on the app, which launched on Sept. 15.
Downloads of the app give little hint at how often readers open its editions. But getting onto 100,000-plus tablets marks the first milestone on the way to the newspaper’s goal of attracting 180,000 daily readers by the end of 2016. And it gives ownership some early data to show to advertisers whose willingness to buy tablet ads will ultimately determine whether the Star’s gamble, which is costing the company up to $25-million this year, will pay off.
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