Ad Exec: The Daily’s Readers Fall Short of News Corp. Goal

The Daily
The Daily, News Corp.'s iPad-only news app

Ouch.

News Corp. (NWSA)’s the Daily is averaging about 120,000 readers a week, or less than a quarter the number the company said it needs to make money, according to an advertising executive working with the iPad-only publication.

Read the rest from Bloomberg. It ain’t pretty. Newsonomics blogger Ken Doctor says it all:

The Daily’s proving to be a great R&D experiment but probably not a viable business. It’s not breaking through the national noise.

Still, big ups to Rupert and company for at least giving it the ol’ college try. My original assessment of the iPad-only general-interest news app here.

For the record, as much as I like the idea of a dedicated news app — or even something social like Flipboard or even, God bless ‘em, Aol’s Editions app — I rarely use them. The live web, rendered in Safari, is good enough for me.