No one is suggesting that iPhone applications are going to save legacy media. But the conversation so often turns to profitability on mobile platforms, that it may be a surprise there are so few truly local products from Philadelphia media.
NBC10 and 6ABC have free apps developed with the help of their national parents. Shopiks offers Philly coupons, and there’s the popular Philadelphia Concert Hub.
A screenshot of the app's interface. Click to enlarge.
“The rest are tour guides, canned content, RSS readers of Philly feeds or some sort of national content that is supposed to relate to our area,” says Keith McGinnis, who recently left a role heading up IT for Review Publishing, whose flagship brand is Philadelphia Weekly.
In December, PW likely made the region’s strongest big media play into mobile by launching a McGinnis-led Philly Happy Hour Guide application for the iPhone and iPod touch. The application offers users the chance to search and find the best happy hour deals at specific locations, specific bars, specific neighborhoods or wherever is nearest. There are options for calling a cab, getting directions and tracking just what’s your favorite.
Last month, the app became free to use, after a paid trial version, and so now, McGinnis says, PW has an excellent opportunity to test the waters of localized mobile profitability, ahead of anyone else in Philadelphia (No particular provision is being made for the few hundred who paid $1 for the app, McGinnis says, “I figure you saved $1 on your first drink special.”) 
McGinnis is now joining the staff of Northern Liberties Web development firm o3world, but the Happy Hour Guide is still close enough to his heart that he took the time to chat with Technically Philly about how the app plans on making money, how it got made and what it means for PW’s always active competition with crosstown rival CityPaper.
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