CondÃ© Nast has today launched the first iPad app for British Vogue. The app is free to download but each individual issue will cost Â£3.99/$6.99. As MediaWeek points out, the magazine has existed in printed form for 94 years, so the first digital version is quite a milestone. The December issue is the first one to be made available via the app. It features actress Emma Watson on the cover, and includes extra digital content such as a behind-the-scenes peek at Watsonâ€™s photo shoot, as well as a video interview with the Harry Potter star.
Alexandra Shulman, editor of British Vogue, told MediaWeek that the team set themselves a challenge when formulating the app, â€œto produce something that fulfilled the Vogue values â€“ first class contributors, unparalleled creative and production, fashion and beauty authority â€“ while taking advantage of this new medium to bring the best of the worlds of fashion, beauty and style to life at the touch of a fingertip.â€
The early customer reviews in the App Store are pretty favourable, so it looks like Shulman and her team may well have achieved those aims.
CondÃ© Nast is certainly pulling out all the stops in terms of advertising the app, as it will be being previewed on giant screens at 12 national rail stations in the UK, including Victoria and Euston, from Monday November 8th.
Download the free app here.
Source: MediaWeek, iTunes