[H]owever exciting the app store might be—there is no rational reason to neglect the most obvious iPad news platform: The website. The chance that you sell your app will only rise if your have a strong presence in the browser—given, that it’s worth the money. Developing an HTML based news app is not just cheaper and faster, it also gives you more editorial and technical control over your contents. More importantly, HTML-apps are in many ways more convenient for the user: They’re easy to use, they’re more medium appropriate and in that sense: more appealing and—they’re free. No long downloads, no “how do I get to…”, no weird crashes, no trouble to share, copy, paste, comment, tweet, link to. They just work.