ELLA ALEXANDER 16 September 2010 - Vogue Online
"VOGUE is launching an iPad app - the December issue will be available on iTunes from November. Vogue's editor Alexandra Shulman and creative director Robin Derrick are currently working with Spring Studios and Six Creative to re-imagine the fashion bible for a iPad format.
"To date, digital media consumption has been biased towards a 'lean forward', information-gathering experience," says Albert Read, general manager for Condé Nast. "The arrival of the iPad marks a significant shift for digital towards the 'lean back' environment - at home, on the sofa, and on the move. We have arrived at a point where magazine publishers have before them what they have long dreamt of - an opportunity to transfer the magazine qualities of deep immersion, high resolution images, long form journalism and storytelling to a digital format. Meanwhile, the distribution challenges evaporate and we can reach out to new audiences all over the world."
WIRED, another member of the Condé Nast stable, is also introducing an iPad app, while there are also plans to launch iPhone apps for Brides and GQ, due for release at the end of the year.
"The principal pillars to our strategy are integration, investment, innovation and insider intelligence, with editorial excellence as the foundation stone of our planning," says Nicholas Coleridge, managing director of Condé Nast. "We were at the vanguard of publishing online and have more than 15 years experience in the digital space - it's an area we have consistently invested in, in terms of technology and talent." "