Hearst launches LMK effort with over 60 iPhone apps

Media conglomerate Hearst Corporation announced the launch of LMK ("Let Me Know"), a new digital service targeting topic-specific applications for Apple's iPhone and iPod touch. According to Hearst, more than 60 LMK apps are already available, priced beginning at 99 cents--the applications span subjects from baseball players to pop music stars, promising curated news and photos continuously updated from a variety of media resources. Additional product enhancements are planned, and Hearst also asks consumers to suggest ideas for must-have apps at the LMK.com website.

According to The Wall Street Journal, Hearst plans to roll out thousands of LMK applications in the months ahead, contending it can sell more downloads by appealing to a broad range of consumer interests. The firm adds it can create apps for just a few hundred dollars of employee time--most LMK offerings follow a similar template and link to information, simplifying the development cycle. Hearst explains that LMK's five full-time employees search out the best sources of information on each app subject and feed the sources into a common template. Hearst Entertainment & Syndication executive vice president and deputy group head George Kliavkoff adds that the company is also planning to explore alternative pricing models, and will eventually introduce advertising support as well.

For more on the LMK initiative:
- read this release

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