This is totally the same as Instapaper but instead of an app, it's magazine issues. All paid-subscriptions magazines still appear as free apps on iOS, but they

This is totally the same as Instapaper but instead of an app, it's magazine issues. All paid-subscriptions magazines still appear as free apps on iOS, but they either offer a free sample or a free trial. In this case, it's a free trial, which makes sense when it's the first issue! But don't be surprised if The Magazine switches to a free sample. That's especially worth noting if you're expecting to optimize for a free trial. My point is that Marco doesn't have any expertise selling advertising, as many would like him to do, and does have a lot of experience selling through the App Store. He's just keeping the business model as constant as possible.