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Are we talking here about the electronic version of the Times-Picayune?

No, but we should be, considering that the T-P is betting its future on a “digital focus”.

Instead, we’re talking about The Daily, a subscription based news site that was, as they describe it, “launched in February 2011 with the mission to provide the best news experience by combining world-class storytelling with the unique interactive capabilities of the iPad” and, in 2011, was “the #1 news app on the App Store.”

Although it’s also available for other devices, The Daily is aimed squarely at the Apple iPad and is one of the few news sites to truly take advantage of the latest iPad’s ultra-high-resolution “retina” display. And its eye-popping seven day a week content is available for $39.99 a year, or just 20% of what a yearly print subscription to the T-P will cost for only three issues a week beginning in October.

So, what’s the point?

Well, have you tried reading or the e-edition of the T-P on an iPad? Try it, and you’ll see what I mean. NOLA Media Group is jumping into a lively electronic marketplace that will seriously test its ability to compete in terms of both content and format and that, so far, has found it wanting.