Bloomberg Businessweek goes magazine-y on the iPhone

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By: Justin Ellis | Nieman Journalism Lab

Bloomberg Businessweek is testing a question: How well can magazine content work on the iPhone?

Magazine companies have jumped feet first into the iPad marketplace, attracted to the idea that a lean-back medium like magazines would work well in a lean-back platform like tablets. But they’ve proven less interested in jumping onto iPhones and other smartphones — a target market that, while possibly less magazine-friendly, is also much larger.

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