Glamour debuts iPad app
On August 3, Glamour magazine announced the debut of their latest digital addition, an app for Apple's iPad. Condé Nast already has two titles in the iPad format, GQ and Vanity Fair, making the women's magazine their third installment. The application will feature back issues of the magazine as well, all going for the same price of $3.99. Besides similarities with print and online, the app will offer some exclusive content as well. The pages will include “click-to-buy” buttons and additional photos. The current issue, which features a playful Jennifer Lopez in a leopard bodice, will offer behind-the-scenes footage of the shoot, with the photographer, Ellen von Unwerth. Young girls reading the mag will have something to scream about as well. Justin Bieber, the pop sensation, is featured in exclusive video content in the iPad app.
Condé Nast has two female titles on the iPad and that might not be a coincidence. “More women are starting to turn to the iPad,” editor in chief Cindi Leive told Women's Wear Daily.
The iPad app will incorporate advertising. Glamour's September issue has nine “premium” advertisers, including Estée Lauder, Revlon, Levi’s, A|X Armani Exchange, and Ralph Lauren Fragrance.
Their web site, Glamour.com, receives 25,000 comments a month, said the editor in chief. Leive told WWD that she would like to add a social networking component to Glamour's app, similar to the web site, to create a more cohesive dialogue between the web and digital editions of the mag. “But that’s coming at a later date,” Leive said.