Archie Comics plans to unveil a new way for readers to enjoy its comics through a mobile application.

The comic book publisher partnered with mobile advertising and monetization platform Tapjoy to create the free app that will allow readers to earn points by engaging with advertisements starting July 18. Readers will then be able to access articles by redeeming those points.

?[Mobile] allows consumers access to our vast catalog and the ability to download their favorite books immediately,? said Jon Goldwater, publisher/co-CEO of Archie Comics, New York.

Virtual marketplace
Archie Comics already has an app that lets consumers pay to read articles. However, the new initiative will let readers buy the comics with virtual currency.

Once readers download the app, they can search through more than 2,000 Archie comics and select the specific comics edition that they would like to purchase. They will then have the option to pay for the comic with real cash or with points.

To earn these points, readers will engage with advertisements through the app.

The app uses Tapjoy?s Mobile Value Exchange model that showcases various ads and the amount of points that a reader will earn for interacting with the app.

Engaging with an app could mean watching a video, filling out a survey or even signing up for a credit card. Different types of engagement will earn readers different amounts of points that they can then use towards purchasing Archie comics.

The app is available for free in Apple?s App Store and Google Play.

An easy target
This system not only creates a happy customer that gets comics for free, but it also helps marketers target pre-qualified customers.

The Archie app uses a double opt-in model: first, readers choose to engage with the value exchange model, and then they choose with which specific ad to engage.

By definition, readers will be engaging with ads that they are more interested in, giving marketers more incentive to use this model.

Other companies have used similar Tapjoy models.

For example, hair styling appliance manufacturer Conair offered virtual rewards in exchange for engaging with the brand?s content (see story).

General Motors Co. also offered customers virtual in-game rewards in Tapjoy?s marketplace for watching the GMC video (see story).

Monetizing content
According to Archie Comics, it is the world's first digital comics publisher to use this mobile value exchange model. And the company might be leading the way for publishers, in general.

The Tapjoy system allows Archie Comics to monetize its content without having to charge its readers.
The publisher earns money by charging marketers for every ad engagement that the app garners.

Essentially, the marketers are paying for the readers to be able to access the content.

According to Rob Barnett, head of publishing partnerships at Tapjoy, San Francisco, this model could help any type of publisher, including magazines, newspapers and even movie providers.

?There is no question in my mind that this way of monetizing is going to be much more popular and will probably be one of the premier ways of gaining access to content,? he said.

?What Tapjoy really is doing is help app developers convert the 95 percent of the audience that really just don?t want to pay cash but that would take an action to engage with advertising in order to unlock that and view the content that they want.?

Mr. Barnett compares the model to what iTunes did when Apple provided customers with the ability to buy individual songs versus a whole CD.

?We?re enabling that kind of microcurrency where you might see articles that are being sold for smaller amounts of money, but also a way to earn it,? he said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York