Interesting to see that The Times team have decided to give all their existing subscribers — or iPad app purchasers — an additional 30 days subscription. The news arrived this afternoon by email for all subscribers.

Why? Well it’s a token of their appreciation.

One MIR reader wrote in with this comment:

I like their approach to encouraging users to upgrade and to speak positively of their product. A month’s free subscription has no material cost to them but is a real value for early adopters who enjoy the content they create.

And whilst I do agree with this viewpoint, I also wonder what the internal justification is for this. Will it, for example, delay the pain and ensure they can include the first month’s subscribers in the second month’s stats? The virtual equivalent of printing freebies?

Or is it genuine recognition that there have been the odd issues now and again?

Or perhaps after 60 odd days of use, you really will be thoroughly enjoying the app and will automatically extend your subscription?

I’ve been so busy this week that I haven’t actually logged on to my iPad to check out the editions, but if you have, I’d welcome your views on how you’re finding the experience.

To qualify for the extended 30-day offer, just update your Times App to 1.4 at the iTunes App Store.

The app has been getting quite a lot of attention over the past few days particularly since it represents a corresponding shift toward a paid-for experience of The Times and The Sunday Times.

I’m going to produce a video-walkthrough shortly — but meantime I wonder if you’ve downloaded the app and used it? What do you think of it?

I, for one, was absolutely astonished to open up the application on Sunday morning and find nothing new.

“Where’s the Sunday Times?” I wondered, “I’ve paid a tenner for this so where is it?”

I stared — very annoyed — at the blank screen of the App Frontpage (which was showing Saturday’s edition as the latest). I was very annoyed because you and I know it’s a piece of simplicity to dump The Sunday Times into this app. The same production system that creates The Times daily content can, I’m sure, do the same with The Sunday Times.

But no.

On Saturday morning I was part of the initiated, part of the few, part of the exclusive ‘Times App’ users. Because I’d paid the tenner.

On Sunday morning I was unceremoniously dumped outside, left to stare, nose pressed against the window. And highly, highly unimpressed.

I thought I was buying access to a daily news app. Not a Monday-to-Saturday app. Whilst News Corporation might think they’re two different brands, they’re not — not to me. All I wanted and all I expected was some sodding news.

And what a total gimp I felt for even tapping on The Times app on Sunday morning.

The real, REAL danger for News Corporation is that I’m only one tap away from the rest of the planet’s news sources. I brought up Safari, tapped on The Telegraph and boom. I was done. I had a quick scan and got on with my day. Whether it was The Telegraph or The Guardian or The Times, you know what, I couldn’t really give a stuff.

So I’m not impressed with that ‘no Sunday Times‘ policy. But I have been enjoying getting to grips with the application. I really like the idea that it downloads an entire copy so I could read it on the train or on the plane without having to connect to the internet. That does appeal. I also like the way they’ve chosen to lay out and animate the various sections.

I’m quite disappointed that I can’t ‘do’ anything with the content. I can’t, for example, email a link to a friend. And I obviously can’t tweet about it.

Have you tried the app? How have you found it?

Congratulations to CEO & Co-Founder, Alex Meisl and the team. Here’s a note from Alex:

“The growth Sponge has seen over the last two years has been immense, and gaining recognition as one of the Tech Track 100 is a great achievement,”

“Sponge has evolved into a company that not only supplies mobile technology but offers creative ideas to brands and media owners from Barclays Bank to Birds Eye and Vodafone. As mobile internet sites are becoming crucial to a wide range of businesses, we are already working with the likes of Auto Trader and Daily Star to allow them to provide valuable cross-platform services to their customers.”

In case you’re wondering, Sponge achieved a growth rate of 60% in 3 years to the end of 2007.

Drinks are on Alex.