National Journal Goes Responsive, Shuns App

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By: Lucia Moses | AdWeek

Atlantic Media Co.’s National Journal is adopting a responsive design while moving away from apps, counter to the thinking of other publishers who believe there’s a role for both to play in reaching mobile users.

Whether to go with a responsive site, apps or both comes down to the individual publisher, of course. Some are tethered to apps because they help prop up their print subscription model, or see them as a way to let readers enjoy a lean-back experience that’s different from the Web. For others, the cost and time of designing apps for multiple devices isn’t worth the audience and revenue payoff.

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