Condé Nast outlines digital strategy

Publisher Condé Nast is to launch iPad apps for Vogue and Wired in the UK in November.

iPhone apps for GQ and Brides will also launch at the end of the year and the publisher is in talks with potential sponsors for them.

The publisher says iPad app content will be similar to ’lean back’ magazine creative, which it says readers immerse themselves in, while websites will provide short-term updates.

It will also track readers’ behaviour across its different media.

Brands advertising in printed magazines will also appear on the iPad. Advertisers can pay extra to include a web link, video or slide shows on the app,

Albert Read, general manager for Condé Nast, says the iPad is a significant boost for publishers.

“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,” he says.

The publisher claims that 50% of its readers have iPad experience, and 71% of iPad owners are reading magazine or newspaper content on them at least once a week.

Nicholas Coleridge Condé Nast managing director, says: “Producing engaging content is what Condé Nast’s business is about. It connects all facets of our business and is the bedrock of our strategy past and present.”

Subscription fees for the new iPad apps are not yet confirmed. In July Condé Nast Traveller launched four city guide apps for iPhone, for a one-off fee of £5.99. It is now looking for sponsors.



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