The Atlantic tests HTML5 site that might replace its native app

01/9/2013 | Adweek

The Atlantic is opening an HTML5 browser-based site for The Atlantic Wire, hinting that it might replace the magazine's iPhone application eventually. This fits into a larger trend in which publishers are increasingly questioning the value of building native apps, as browser-based sites advance in utility and flexibility, as in the case of Condé Nast abandoning its Gourmet app in favor of Web updates. "We're going to explore this native versus Web app debate, which is part of the reason that we're testing out the HTML5 app with the Wire," Atlantic President Scott Havens says.

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