Avanquest will extend its iPod-related software with release this...

PodMediaCreator, DVD2Pod and PodPresenter, will be packaged in a freestanding display at OfficeMax in June-July as the retailer replaces some iPod accessories with related software, said Avanquest Publishing USA CEO Christina Seelye. Other retailers carrying the titles to varying degree include CompUSA, Fry’s Electronics, Micro Center, Office Depot and Staples. One retailer Avanquest hasn’t landed is Apple itself. “Apple feels their stores exist to drive hardware sales of Apple products,” Seelye said. “Software as an accessory doesn’t necessarily drive more hardware sales. So they're not interested in devoting a significant amount of space to that segment. Apple will carry software if they find something they really need to have.” So far, the line’s top sellers have been DVD2Pod, designed for use with video iPods, and powerpoint- related Podpresenter, while content-related titles like iPocketBible were slower starters, Seelye said. Avanquest postponed delivery of other content-related titles after iPocketBible’s initial reception. “It could be that people just aren’t ready to have their iPod be a content provider for them yet,” Seelye said: “Maybe with iGadget, where you're actually getting content on your iPod and using it, people will get more comfortable in using it more for that purpose.” With release of Purple Ghost Software’s iGadget, Avanquest continues promotions that include offers of free software with iPod purchases or a second title free with a purchase. Fall promotions will extend the free software offer to purchases of speakers, cables and other iPod accessories, Seelye said. Meanwhile, Avanquest has brought its Bluesquad USA software download service on line. Bluesquad is based on BlitzBox, a German online service developed by Magnaways, which Avanquest purchased last year. Bluesquad features 250 titles from 100 developers priced $9.95-$99.95 with a heavy emphasis on utilities. Among possible Bluesquad promotions: is a gift card program, perhaps in place by fall, offering $20 in downloads, Seelye said. Avanquest’s push at retail comes as some retailers scale back on software to focus on larger publishers. Office superstores, for example, have cut space for software 20%, Seelye said. Avanquest markets about 350 titles from 150 developers. MS