You People Were Totally Twittering During the Super Bowl

More fuel for Twitter’s “we work really, really well with big TV events” pitch: News that the service set a new frequency record during Sunday’s Super Bowl. Twitter says users generated a peak of 4,064 tweets per second at the end of the game, eclipsing the old high for televised sports set during last year’s World Cup. But that’s not Twitter’s all-time record, which was set, oddly, in Japan last year on New Year’s Eve.

Super Bowl XLV: The People Of Groupon Are In Trouble

Groupon Super Bowl XLV Ad: Tibet With Timothy Hutton

Apparently, executives at Groupon and the company’s didn’t see the fierce reaction to fashion retailer Kenneth Cole’s tweet about the turmoil in Egypt this week. The daily deals site had an ad during Super Bowl XLV that was in such poor taste, it makes the outrage directed toward Cole’s insensitive, tone-deaf tweet equating sales and the Cairo uprising against Egyptian President Hosni Mubarak seem mild.

The spot, created by Crispin Porter & Bogusky and featuring actor Timothy Hutton, starts off like a public awareness campaign about Tibet and human rights issues. “The people of Tibet are in trouble, their very culture is in jeopardy,” Hutton’s voice over begins with deep solemnity. After a series of images of mountains and native Tibetans, the camera fixes on a man’s serious visage. “But they still whip up an amazing fish curry.” It turns out the man was a waiter serving Hutton at a Himalayan in Chicago restaurant—where the actor and 200 others got $15 off a $30 meal.

Get the joke? Well, hundreds of Twitter users didn’t.

In the words of New Yorker writer Tad Friend, who in a tweet, calmly echoed many of the sentiments still building on Twitter over an hour after the commercial aired, “groupon’s tibet commercial was so appalling it made me cancel their daily email; it turned a vague dislike into enmity.”

See the ad for yourself below and let us know if you think it went too far.

Updated: As commenter Jon Garkfunkel pointed out below, Groupon does have a charity associated with Tibet. As Groupon’s “Save The Money” site shows, the site has several other ads with celebrities lampooning popular causes; it’s also matching funds in some cases.  For example, there’s Cuba Gooding on Saving The Whales (by going on whale watching) and Elizabeth Hurley on Saving The Rainforest (“Not all deforestation is bad… 100 of us are saving money on a Brazilian wax!”). The site also mentions that singer/songwriter Sheryl Crow has a spot in the Save The Money campaign that will support the building of schools in poor villages around the world with up to $200,000 in matching funds from Groupon and anonymous donors. (A worthy cause, but she might want to check with her agent—now.)

I was watching Gooding’s and Hurley’s spots with my wife. We agreed that they probably won’t attract the kind of condemnations that Cole’s tweet and the Tibet ad did. That’s because the respective issues of the rainforest and whaling aren’t in the news involving current political events where people’s physical safety are being directly threatened—and therefore aren’t among Twitter trending topics that have touched people emotionally in the past few weeks.

Updated 2: On Groupon’s blog, the company tries to explain its motivation for deciding to “blow millions of dollars” on a TV ad. In the past, the company was content with word-of-mouth and search ads, primarily because it wasn’t that impressed with most creative shops. For one thing, ad agencies didn’t get its “peculiar” sense of humor. In spite of all the growth, Groupon decided that it still hadn’t received enough attention, so it seemed like a Super Bowl spot would satisfy that need for greater exposure.

In Groupon’s view, the ads poke fun at the company, since it started out as a philanthropy site called The ads are meant as self-deprecation, noting how Groupon ended up selling coupons, not saving the world.

As far as attempting to help the causes it includes in its commercials, Groupon will contribute matching donations of up to $100,000 for three featured charities – Rainforest Action Network, buildOn, and the Tibet Fund — and Groupon credit of up to $100,000 for contributions made to Greenpeace. Although not an insignificant sum, that’s probably not enough money, but it could help. But the bigger question for Groupon is whether these donations will help it save its image after the initial bitter reaction to the Super Bowl spot.


Super Bowl XLV: The Daily’s Gamble

'The Daily' Super Bowl XLV Ad

With a value of $3 million and a reach that can’t be matched, an ad on the Fox broadcast of Super Bowl XLV is one of the biggest marketing weapons in the News Corp (NSDQ: NWS). arsenal. Getting one of the house spots is a great opportunity for The Daily—and with tech issues already visible as it scales, a calculated risk.

Had the Jan. 19 launch gone off as planned, Rupert Murdoch’s iPad gamble likely would be in a better position to handle the Super Bowl uptick. (Granted, the target audience of iPad owners is only a small subset of the expected 100-plus million Super Bowl viewers.) Sunday afternoon, The Daily promised an update in “coming weeks” to deal with some of the issues in a blog post that mentions the “beauty” of iteration.

In contrast, Hulu, the online video joint venture of Fox, NBC Universal (NSDQ: CMCSA) and Disney (NYSE: DIS), went through 18 weeks of beta and launched officially 10 months before its Super Bowl ad. I’m not suggesting that The Daily should have waited that long, only noting that was stable and ready to take the hit.

The calculation? It looks like The Daily is counting on the same kind of good will that kept people hanging on for updates from Flipboard or other apps overwhelmed by a big start, keeping enough interested users to outweigh the frustrated ones. (The people most willing to stick with it may also be those most likely to pay.)

Even so, The Daily may want to have a chat with Verizon about extending that free two-week trial.

About the ad: Unlike Hulu, which went for humor with alien Alec Baldwin, The Daily went for a straight intro-branding approach. It got all the right points across (but it also made me think of USA Today). Publisher Greg Clayman tweeted that it was done in house by Fox Sports.

Publisher Greg Clayman will be appearing at our next conference, paidContent 2011, March 3 in New York City. You can find out more about the agenda and register here.


Rupert Murdoch Introduces the Daily, His iPad Newspaper

It’s time, finally, for News Corp. to show off the Daily, the iPad newspaper it has been building for some six months.

This debut was supposed to happen a few weeks ago in San Francisco, with Rupert Murdoch and Steve Jobs sharing stage time. Instead, Murdoch will show off his new publication at the Guggenheim in New York, with Apple content boss Eddy Cue stepping in for Jobs.

We’ve got a very good idea of what to expect: A newspaper that’s both old-fashioned and cutting-edge, which will sell for 99 cents a week or $40 a year. And the best way to experience the new publication will be on an iPad, not at a museum.

Still, it will be interesting to hear News Corp. pitch this one in real time, and to see how it leverages all of its resources and a very rare Apple endorsement. (This Web site, we should note, is owned by News Corp. as well.)

10:40 am: Greetings! So excited to be in the Guggenheim that I’m starting this one a few minutes early.

10:44 am: And here’s Jon Miller, who has been shepherding this thing at News Corp. Here’s some fresh scoop! The Daily will be be live onstage for the demo, he says, but won’t appear at the app store until noon.

[Note: The Daily can be found here at the Apple App Store]

10:47 am: Miller is working the room very well; now chatting up Reuters’ Ken Li.

10:48 And Steve Rubenstein, who has been handling PR for the Daily launch. He semi-taunts me by noting that there were tasty canapés at Rupert Murdoch’s private party Tuesday night.

10:49 am: If you’d simply like to watch a livestream of the event, minus my commentary, head to at 11 ET.

10:50 am: That sound you hear is the rustle of departing page views.

10:51 am: Cunning of the News Corp./Rubenstein/event-planning crew to split up the press by species. Gives us something to talk about.

10:52 am: BREAKING NEWS! Jon Miller says Wi-Fi here at the Guggenheim has been working “intermittently.”

10:52 am: WAAAAAAY More interesting is that Engadget’s Joanna Stern being hassled for daring to take out a camera during a press conference. She is being moved three seats back. Where that’s OK, apparently.

10:56 am: Pre-launch music, btw: Some kinda samba thing going on. Festive and, dare I say, a smidge bit sexy. Rowr!

10:58 am: Slightly curious is that registration staff told media that they’ll have “review units” available after presser. But everyone in media has an iPad, right? It’s required, no?

Perhaps the notion is that the presser will end before noon, and the Daily won’t be available until then, so if you want to get hands-on in the meantime, that’s the way to go. Which would be smart!

On the other hand, if they’re simply handing out free “review” units to the press, well, that’s kinda smart too. Because the press likes free stuff.

11:03 am: Our crack tech guy Adam Tow tells me site is now saying that the app will be available at noon ET. I can’t see that on my screen, but I’ll take his word for it.

Especially because that’s what Jon Miller said a few minutes ago.

11:05 am: Given News Corp. pub WSJ’s focus on privacy, and Apple’s, interesting to review the Daily’s:

When you use the Services, we may collect certain non-personally identifiable information about that use. For example, in order to permit your connection to the Services via the Internet, our servers receive and record information about your computer and browser, including potentially your IP address, browser type, and other software or hardware information. If you access the Services from a mobile or other device, we may also collect transactional information such as a unique device identifier assigned to that device (“UDID”), your geolocation, or other transactional information for the device in order to serve content to it. We also may use cookies and other tracking technologies (including browser cookies, pixels, beacons, and Adobe Flash technology including cookies), which are comprised of small bits of data that often include an anonymous unique identifier. Websites send this data to your browser when you first request a web page and then store the data on your computer so the web site can access information when you make subsequent requests for pages from that site. We may use these technologies to collect and store information about your use of the Services, such as pages you have visited, search queries you have run, and advertisements you have seen.

Daily Launch in NY

11:06 am: And we’re live. Here’s Rupert Murdoch, iPad in hand.

“Good morning. I’m Rupert Murdoch.”

Thanks for the “amazing Steve Jobs,” a man who has “single-handedly changed the world” of technology and media.

“Steve has been a champion of the Daily from day 1.”

“New times demand new journalism.” [hrm]

Trying to take best of traditional journalism, including “shoe-leather reporting” editing, “a skeptical eye” [hrm!] and combine them with awesome tech.

“”Simply put, the iPad demands that we completely re-imagine our craft”

Shooting for audience that is sophisticated and reads a lot, but not print.

We have that, but it’s niche. No “true news discovery.” The magic of newspapers “and great blog” lies in “serendipity.”

Similarly, we must make the business of news-gathering viable again.

Goal is to be indispensable source for news and entertainment. “A robust new voice.”

Shout-outs to Jesse Angelo and Greg Clayman, who run editorial and business, respectively, for the new pub.

Daily will be 14 cents a day–99 cents a week–because no printing, delivery costs, etc.

More superlatives for the Daily, including a “sense of fun.”

Target audience is “tablet” audience–[note emphasis on tablet, not iPad].

And a shout-out to Jon Miller, too.

[Unless I misheard and it was News Corp. CTO John McKinley.]

“We believe the Daily will be the model for how stories are told and how they’re consumed.”

And another shout-out to “all our friends at Apple”

Okay. Here are Miller, Angelo, Clayman.

11:13 am: Miller starting off. Not a demo–this is live production.

Trying to figure out how to produce new news for tablet era. “We think we’ve developed that.”

Angelo shows off home screen of the Daily, with Egypt as main headline. Applause.

Have been doing live production for about six weeks.

11:14 am: They have a reporter on the ground in Cairo right now. Josh Hirsch [sp?].

Lots of big pictures, video embedded in text.

And here’s one of the 360-degree photos. Which look cool!

Can put audio behind them, etc.

HD video–here’s a clip about prisoners making toys in Angola prison. Note the bluesy background music. ’Cause it’s about a prison, duh.

11:16 am: Back to Miller. Have rethought navigation.

11:17 am: Back to Angelo, showing off swipey carousel. Sorta silly to describe this to you in a liveblog, but there’s a “play” function and a “shuffle function,” and a video anchor who will discuss the main stories of the day.

11:18 am: Back to MIller. “The Daily is not an island” can share to Facebook, Twitter, email.

11:18 am: Angelo: We can also pull HTML5 pages into device. Can also link out. [Subtext--we are TOTALLY NOT ignoring the Web, you dummies. We're not idiots.]

Bringing Twitter feeds directly into app. So you can see what Lily Allen (used to be semi-famous a couple of years ago) has to say about something.

11:19 am: Miller: We have apps and games section, with a link directly to Apple Store.

And we have an awesome sports section [sounds familiar!].

11:20 am: Angelo: Yes, check out our awesome sports section. Troy Polamalu talking about Clay Matthews’s hair.

“For sports fans, we really think this is the showstopper”–customizable sports filter by team/sport, brings in scores, tweets, etc.

11:21 am: Miller: Publishing once a day, with updates throughout the day “as the news warrants.”

Verizon sponsoring first two weeks of free subscriptions.

11:22 am: The art in this liveblog, by the way, is coming directly from livestream. Nice job, Adam Tow.

11:22 am: Here’s Eddy Cue. Never seen him before. A very, very, very big deal in media circles.

Running through iPad, iOs success. iPad customers are huge news eaters. 200 million news apps downloaded so far.

I’ve been using the Daily for the last two weeks. “It’s amazing.” Amazing that it’s done every single day. More superlatives, etc.

Basically, a repeat of what Miller et al just said.

Okay. Here are the new details on push subscriptions. First time Apple has used this tech. 99 cents a day, $40 a year. [ahem].

11:26 am: And now, oddly, press conference comes to a halt for a photo opp.

11:26 am: Waiting for them to set up chairs for Q&A.

Questions and Answers

How will back issues be handled? Where will old copies be stored?

Angelo: Best thing to do is to save articles you care about. And it will also be archived on the Web. Internal archiving not there for 1.0.

Q: When will other pubs start using subscription option?

Announcement “very soon for other news publications.”

Q: How will you measure impressions, etc. for advertising?

Miller: Will have tech built into app for that. I should have mentioned during presentation that we love advertisers.

Q: For Rupe: How will you measure success?

A: We want to sell millions. But keep costs low. We have spent $30 million so far, “all of which has been written off in figures we’ll announce today.” But overall costs $500,000 a week going forward.

Q: Another question about subscriptions.

A: A non-answer from Cue.

Q: Who/what does Daily compete with? And how will other News Corp. properties be integrated?

A: Miller: Gotta compete with everything. “you’re competing with Angry Birds at some level.” [Hey that's my line!]

Murdoch: In NY, for example, we already have multiple outlets competing with each other. This is another.

Q: What about breaking news? How will that work?

A: Angelo talking up twitter feeds, sports scores, but “we can drop in a new page if we want to, and we will.” BUT! As a conusmer, I don’t like Web sites that change constantly. It’s not a great experience. [THAT IS: This is a newspaper, not a Web site.]

Q: What’s the political tone of this thing. Centrist, right?

A: Murdoch: “The editorial position will be in the hands of the editor.” Cue Angelo, who sorta hedges. On op-ed page, “We’re patriotic.”

Q: Someone wants to know if Rupert is really into this. Also, will there be an Australian version?

Murdoch. Duh.

(An Australian version “always a possibility.”)

Q: Why do this with the Daily instead of existing brands. Also, what’s up with your phone hacking newspapers in the U.K.?

A: Murdoch: Existing tablet apps are what got me excited about launching a new one. No comment on “the other matter.”

Q: You’ll be working with other tablets besides iPad, right?

A: Murdoch. Yes. And “we’ve been quite honest with Apple about that.” We’ll defnintely be on all platforms. But Apple will be the dominant one this year, in my opinion.

[Sorry, missed a Q. Seems to be about what apps Murdoch likes.]

Q: More about the editorial voice, please.

A: Angelo: Thinking it through. We know that people spend a lot of time with these apps–35 minutes, 40 minutes. “It’s unbelievable.” So how do you create content rich enough to keep people there?

Q: What did Steve Jobs say about this in the last couple of days?

A: Murdoch: “He did call me last week” and told me app was “really terrific. He was extremely flattering.”

Q: How will people find this stuff, since it’s not on the Web?

A: Cue: We’ve downloaded 10 billion apps. People can find this stuff.

Miller: We feel really good about this. We didn’t want to make compromises.

Q: I ask about what’s available on the Web.

A: Some of it will be mirrored on the Web, when it can be done technically. [Sorry, hard to type and write.]

[Sorry, now even more confused about what's available on the Web and what isn't. Going to have to follow up with the gang later.]

[Where's Greg Clayman, by the way?]

11:47 am: Q: How do you balance a subscription model with a large audience that advertisers want?

Murdoch: “They’d pay a much lower rate per thousand if it was free. They realize it’s something that people want.” And we can tell them more about who sees it. “It’s not just scattered out there….We’ll draw a better class of advertiser, and a better rate.”

11:48 am: Q: What’s the split between ad and subscription revenue?

Miller: Subscription will be larger at start, and then eventually 50-50, “which is the magic number.”

And we’re done. Will try to follow up, may have more answers/comments here, or in a separate post. Thanks for checking in!

Here is the press release announcing the Daily:

Introducing The Daily

First National Daily News Publication Created for iPad Launches today in the Apple App Store

New York, NY, February 2, 2011 – Today Rupert Murdoch, Chairman and Chief Executive Officer of News Corporation, unveiled The Daily — the industry’s first national daily news publication created from the ground up for iPad.

“New times demand new journalism,” said Mr. Murdoch. “So we built The Daily completely from scratch — on the most innovative device to come about in my time — the iPad.”

“The magic of great newspapers — and great blogs — lies in their serendipity and surprise, and the touch of a good editor,” continued Mr. Murdoch. “We’re going to bring that magic to The Daily — to inform people, to make them think, to help themengage in the great issues of the day. And as we continue to improve and evolve, we are going to use the best in new technology to push the boundaries of reporting.”

The Daily’s unique mix of text, photography, audio, video, information graphics, touch interactivity and real-time data and social feeds provides its editors with the ability to decide not only which stories are most important — but also the best format to deliver these stories to their readers.

“News Corp. is redefining the news experience with The Daily,” says Steve Jobs, Apple’s CEO. “We think it is terrific and iPad users are really going to embrace it.”

Led by Editor-in-Chief Jesse Angelo and Publisher Greg Clayman, The Daily is the first application made available on the App Store as a subscription — which will be billed directly to an iTunes account. And because this paperless paper requires no multi-million dollar presses or delivery trucks, it will be priced at just 99 cents a week (or $39.99 for an annual subscription).

“The Daily launches at a moment when advances in technology are changing the job of the modern editor,” says Mr. Angelo. “These advances are giving us new ways to tell stories. We intend to take advantage of all of them, and make The Daily the new voice for a new era.”

Each day The Daily will publish up to 100 pages focused on six key areas: news, sports, gossip and celebrity, opinion, arts and life, and apps and games. It will offer views from across the political spectrum. They will come from across cultures and generations, across America and the world.

The Daily will feature Sudoku and crossword puzzles, localized weather reports, and a customizablesports package that captures news on the user’s favorite teams. Subscribers will also be able to leave comments on Daily stories in either written or audio form — as well as bookmark them in-app to read later.

As readers move through The Daily’s content, they will be helped by several highly intuitive navigation tools. And while The Daily lives on the iPad, most of its articles can be easily shared via Facebook, Twitter and email. The Daily will link out to the web, as well as bring the web into the app.

“In short, says Mr. Murdoch, “we believe The Daily will be the model for how stories are told and consumed in this digital age.”

The Daily has bureaus in New York and Los Angeles, as well as stringers across the country. Full companybios are available at Executive staff includes:

John Kilpatrick – Executive Creative Director
Steve Alperin – Managing Editor
Mike Nizza – Managing Editor, News
Richard Johnson – LA Bureau Chief
Sasha Frere-Jones – Editor, Arts & Life
Chris D’Amico – Editor, Sports
Elisabeth Eaves – Editor, Opinion
Peter Ha – Editor, Apps, Games and Technology

The Daily is also changing the way advertising is offered and consumed within a news publication. Full-page ad units are completely interactive, customizable, and offer a rich mix of branding and direct response opportunities. Launch advertisers include HBO,Macy’s, Paramount, Pepsi Max, Range Rover, Verizon, and Virgin Atlantic Airways.

“With The Daily, Rupert Murdoch has given us the chance to rethink the entire experience of news delivery and consumption,” said Mr. Clayman. “The ability to actively listen to and engage with our audience means we can continually provide an experiencethat consumers value in this fast-evolving tablet space. Together with our customers, our advertising partners, and the team at The Daily, we are excited to create a new form of media.”

About The Daily
The Daily is a first-of-its-kind daily national news publication built exclusively as an application for tablet computing. It provides readers the engaging experience of a magazine combined with the immediacy of the web and the need-to-know content of a newspaper, all while elevating user experience beyond the printed word. The Daily is a subscription-based news product, published 365 days a year, at the cost of $0.99 cents a week or $39.99 a year. For more information on The Daily go to:

Finally, here are screenshots from The Daily’s listing in the App Store:

Time Warner Turns In Strong Q4 But DVD, Magazine Subs Take A Hit

Time Warner Center

Time Warner (NYSE: TWX) beat revenue and earnings estimates, but the fine print has a few items that aren’t so rosy. Following the same pattern as the rest of the year, Q4’s positive results came from the film and cable networks divisions, while publishing revenues were down, though the double digit declines of Q409 were greatly reduced.

Publishing: Granted, a 4 percent drop in publishing revenues isn’t that bad, especially when a small amount of it is due to switching P&L for and internally.

For the full year, publishing revenues fell only 2 percent, reflecting the wider recovery in ad spending—ad dollars were up 3 percent at Time Inc.—and the relative weakness of magazines. Hopes for getting consumers to pay more for content also look a little thin, judging by the full year’s figures, as subscription revenues slipped 2 percent. As for the quarter, subscription revenues declined 7 percent while ad sales dropped 1 percent. more to come


Feds Blitz Sports Piracy Websites Ahead Of Super Bowl XLV

Super Bowl XLV logo

Look out, Pittsburgh Steal-ers: The domains of at least five websites notorious for carrying illegal feeds of live sporting events were seized by the Department of Homeland Security’s Immigration and Customs Enforcement just days before the Super Bowl, the biggest TV event of the year in the United States.

Five sites have been targeted and replaced with seizure-warrant notices from ICE:,,, and Rojadirecta is one of the most popular sites in its home country, Spain. Some of the sites simply continue operating at different URLs.

The takedowns were first reported by blog Torrentfreak.

The aforementioned sites are just a few of the dozens that appeared in a perusal of message boards where pirates discuss obtaining illegal sports feeds.

“ Always always ALWAYS has a Link to watch the Game and a HUGE possibility of an HD cast also,” an individual wrote on a message board.

The timing of the closures could be coincidental, but ICE has only moved a few times before to shut down sites alleged to either link to or host copyright-infringing material. And they have a knack for making their previous seizures topical, too: An 82-site removal in November aimed at sites trafficking in counterfeit goods came right on the heels of Cyber Monday. Several of those sites specialized in counterfeit NFL apparel.

ICE and NFL have yet to respond to inquiries for comment.

The U.S. government has been pretty responsive to previous appeals from pro-sports organizations. In December 2009, the House Judiciary Committee held a hearing on the subject of live-sports piracy. The U.S. Trade Representative issued a report decrying live-sports piracy prior to last year’s Olympics in Vancouver.

Big sporting events are typically a feast for pirates, and NFL has long been an aggressive pursuer of illegal feeds. Over the course of the 2009 NFL season, over 2,800 unauthorized online piracy streams of games were taken down by the league.



Rupert Murdoch Gives Guests a Sneak Peek of Tomorrow’s "Daily" Tonight. Here’s What They’ll See.

The Daily makes its official debut tomorrow morning, at a press event at New York’s Guggenheim Museum.

But a select crowd will get to see the iPad newspaper tonight, at an equally notable Manhattan location: Rupert Murdoch’s apartment, where the News Corp. CEO is hosting a “low key” cocktail party.

Although News Corp. owns this Web site, my email invite to tonight’s pre-launch launch event hasn’t arrived, and I’m told it never will. The company hasn’t offered me a peek at the Daily, either.

But at this point I’ve still got a pretty decent sense of what Murdoch’s guests will see this evening, and the rest of us will see tomorrow: A newspaper that’s both old-fashioned and cutting-edge.

People who have gotten up  close to the the Daily describe a digital paper where many of the news stories look just like news stories you’d see anywhere else.

Others will look more like iPhone apps, featuring interactive graphics or videos, or photos you can swipe, pinch and zoom–with perhaps almost no text at all.

And there’s more! There’s no 3-D video yet, though it’s on the agenda. But there will be an audio feature so you can have stories read aloud to you. And there’s a crossword puzzle! And Sudoku!

A Daily-watcher who thinks the thing is amazing compares it to the Daily Prophet, the magical newspaper read by Harry Potter and his wizard pals.

More jaded observers tell me it’s more or less what they’ve seen in existing iPad magazine apps, particularly Hearst’s Popular Mechanics and Condé Nast’s Wired. The big difference is that those magazines come out monthly, and the Daily will get beamed to your iPad… daily.

Still, the most striking thing about the Daily has nothing to do with any technical bells and whistles. It’s Murdoch’s insistence that he can sell a digital newspaper app to consumers trained to expect that digital news is what you get on the Web, for free.

The Daily is almost defiantly anti-Web: It will have a free site, with a grudging sample of perhaps 10 percent of the newspaper’s stories, but that’s it. While Web news sites increasingly focus on aggregation and filtering of other people’s content, the Daily will focus on making its own stuff, even though plenty of other people are already doing it.

And while News Corp. officials have tried to argue that the Daily isn’t a newspaper but something else, it is most definitely produced using a newspaper model: Six sections, written once a day–the Daily team is particularly excited about its sports coverage–and delivered in the wee hours of the morning.

The Daily will allow for some midday updates, but it’s really designed to land with a digital thud on your virtual doorstep, just like the newspapers Murdoch has loved all his life.

Murdoch will charge 99 cents a week for a subscription, and he’s certainly going to get some takers at the start, especially since the Daily will be free for the first two weeks after tomorrow’s launch.

Which will be a noisy one. The press will give it plenty of free promotion, and News Corp. will augment that with a digital ad campaign, in addition to offline marketing donated and/or bartered from other Murdoch properties. Perhaps there’s a way to mention it once or twice during Sunday’s Super Bowl broadcast on Fox.

Much more important will be the endorsement from Apple, which is using the Daily to roll out a new “push” subscription feature.

Apple CEO Steve Jobs, who was supposed to appear onstage in San Francisco with Murdoch to bless the launch, will send content boss Eddy Cue to New York tomorrow instead.

That’s still Apple’s seal of approval, though, and I can’t think of another time the company has so conspicuously blessed a single third-party product. That alone will be enough to prompt an enormous number of people to try it out.

Remember that Apple already has a customer base of  some 125 million iTunes users–if you do want to buy this thing, you won’t need to pull out a credit card. A few button clicks will do.

The real question, of course, is how many people are going to pay for the Daily a month down the road, when the buzz is gone. And there’s no way to guess at that when you get your first look at the thing. No matter when that happens.