The iPad Gets Wired

May 26, 2010

By Susan Burke

Wired magazine is now available on the iPad via a rich app, which enables users to read all content available in the print edition of the magazine and enjoy additional multi-media enhancements for $4.99 per issue. According to an article in the May 26, 2010 edition of The New York Times, examples of these multi-media enhancements include:

A Lamborghini Gallardos made of Legos…, which has six images in the print magazine, is shown being constructed in the app through a slide show of 180 images that a user can scroll through like a flip-book. The two images of Mars that ran in the print version become a rotating 3-D version on the app.

However, content published on will remain different and separate from the content in the printed magazine or on the iPad. In terms of the advertisers featured in the magazine, all advertisers who participated in the print version were part of the iPad version as well, which launched with the June issue of Wired (pictured above). Condé Nast, which publishes Wired, worked with the makers of Adobe’s InDesign program for a year to develop this app. The resulting new Adobe feature will be made available to other publishers for purchase. According to The New York Times, this addition to InDesign "allows the magazine’s editorial team to easily move the print design into the iPad design and vice versa."

Wired’s work with the iPad is an important step for the print industry and an example as to how other magazines can start to blend more digital content into their existing offerings. Click here to read a piece from the ANA’s Marketing Insights Center on the future of magazines.


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