Di+ Out for the iPad

Sweden's No. 1 business daily, Dagens Industri, has premiered a new app for the iPad. Using the daily newspaper platform News+, the new DI+ gives readers the same content as the printed paper with a few extras.

"DI+ is a completely new product, an updated daily paper," says Fredrik Björnesson, news chief for Dagens Industri. "It's at heart a repackaged print magazine with add-ons like slide shows, interactive graphics, more info and videos. Plus there will be a Live section with regularly updated market information and one to three daily stories from the news feed or follow ups to news in the newspaper."

The audience for DI+ is current readers who want e-readers when they travel and on the job, as well as new readers, including those attracted by the Internet. Regarding advertising, Björnesson says that all the hype around the iPad has attracted advertisers, and advertising for DI+ is above expectations.

"The biggest challenge is developing the product into something that will be a natural media channel in relation to the printed newspaper and the web," says Björnesson. "But we're proud that Dagens Industri is in the forefront when it comes to development of daily newspapers for e-readers."

Being offered free for a brief period until the start of 2011, DI+ will be sold to readers at the same price as the printed newspaper - SEK 4,000. Subscribers will be able to get both the print and iPad versions at an extra cost which has yet to be determined.

You can download DI+ at Apple's App Store here.