An undercover assignment led to entrepreneurial success for one New York Times (NYSE:NYT) columnist. The New York Post explained how Bob Tedeschi—the Times Gadgetwise columnist until last June—and his editor discussed an assignment in which Tedeschi would address the struggles of those who seek to make a living developing apps. Under the pseudonym Craig Fusco—chosen so Apple Inc. (NASDAQ:AAPL) wouldn’t give Tedeschi favorable or unfavorable treatment—the reporter helped create the “Bobo Explores Light” app with two executives at Game Collage.
Tedeschi’s undercover assignment was eventually scrapped, but he continued his project. Launched in September 2011, “Bobo” costs $4.99 and is a children’s educational app that teaches kids about the science of light. It is currently the No. 72 top-grossing iPad app, according to AppData, and the first children’s educational app to make the App Hall of Fame.
“I was floored by how well it did,” Tedeschi told The Post. He said his contact at Apple was “speechless” when he broke the news he was behind “Bobo,” which earned a slew of Apple Inc. (NASDAQ:AAPL) awards, including the Apple Design Award.
“Bobo” offers kids an interactive experience that’s full of facts. With colorful, pristine graphics, as well goofy, baby-talking main character, “Bobo” is perfectly designed for its target audience. It’s not simple fact book, either. By tilting the iPad in various directions, users can direct Bobo to veer around planets that are rushing toward his head as he flies through space. Afterward, the app presents a series of min-chapter that cover light-science topics such as solar radiation, photosynthesis and light bulbs. Plenty of fun sound effects are certain to keep young minds engaged as additional interactive features assist in the learning process.
It would appear that all the time Tedeschi spent covering apps for his column at the times provided him the perfect insight into what elements were needed to create the perfect app. Certainly for a rookie developer, his success could be no coincidence.
Of course as they say, when one door closes, another one opens—or in this case just the opposite effect. As “Bobo’s” success became apparent, Tedeschi finally revealed his side-project to his editor at the Times. After evaluating the situation, the newspaper’s ethics cops suggested Tedeschi leave his Gadgetwise beat because of his financial interest in “Bobo.” He now writes “The Pragmatist,” gardening column for the Times.
