As more and more magazine and newspaper publishers acknowledge that the mobile platform is the future of content (or at least of any reasonable way to monetize said content), they are looking long-term at whether it makes sense to pay the 30% “Apple Tax” to have their content appear in the App Store, or if they should just make their stuff available as a (subscription-based) web app.
Now, Hearst has taken its content in this direction; Good Housekeeping looks to be the first in a line of high-profile, and at least formerly, high-profit, properties to prepare for a time when everyone is using tablets rather than dead-tree formats to access content.