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# Why is Quartz launching an app?
- URL: https://onemanandhisblog.com/2016/01/why-is-quartz-launch-an-app/
- Published: 2016-01-27T16:54:04.000Z
- Updated: 2016-01-27T16:54:04.000Z
- Author: Adam Tinworth
- Tags: apps, quartz

[Why is Quartz launching its own app?](http://www.themediabriefing.com/article/why-is-quartz-launching-its-own-app-a-few-theories?ref=onemanandhisblog.com)

Chris Sutcliffe make a stab at identifying why *Quartz* is launching its own app – but none of them convincingly answer this key problem:

> Research has demonstrated that drop-off for app use is precipitous after the first launch, and that unless your app is among the top four or five most-visited on a user’s phone, it’s unlikely they’ll open it with enough frequency to generate significant revenue.

The *Quartz* team are smart. *Really* smart. I’m not prepared to bet against them yet – but this looks like one of their bigger challenges.