@wblau & Zeit Online double down on the "browser as a killer app"

So the company decided to build an HTML5-optimised website for the tablet, and all content for that would be free, while all of its print products on the tablet would be paid-for in a conventional app.

As a result, visitors to its tablet-enhanced website are reading content for longer periods than on its traditional website, and spending more time there per visit. Naturally, Blau says, this is attractive for advertisers.

<p>I hope we will see more of this as news organizations seek to "fail faster" by developing for the mobile web first, testing the waters of a particular market or niche, and then going the App Store route with enhanced features on a native app.</p></div>