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Fox News capitalizes on iOS success, launches visually-focused iPad app

by Morgan Phelps

Hot on the heels of its success on the iPhone, Fox News has finally launched its official iPad application, a visually-driven experience offering what’s happening now, a timeline of top stories, and information on the network’s shows.

The app’s top half features images, slideshows and videos from the top stories of the day, while the lower half provides a timeline view of more stories, information on the network’s shows, and a way for users to access their favorite articles and videos. At the bottom of the app, there is access to Fox News Radio and the Fox News and options to share content via Twitter, Facebook and email.

Jeremy Steinberg, vice president of digital media ad sales and business development at Fox News, said the network waited to release its app until critical mass was reached to support the app financially. The app is also being given a financial boost with support from ExxonMobil, which is its exclusive launch partner. Steinberg claims Exxon was chosen because the company is amid a new branding campaign and thought this app would be an ideal platform to share its new message.

Although the network’s iPhone app was the most downloaded free news app last year, competitors CNN and ABC News have an advantage in the iPad space because they offer live video, while Fox does not yet. Steinberg said live video is an option for the future, but it will depend on cable deals. For now, at least, Fox News’ millions of mobile and web users will have plenty of written and interactive content to distract them from this fact.