Publisher Condé Nast's UK version of Vogue announced the launch of an iPad edition, available from November 6 onwards for £3.99 (US$6.44 or €4.63), Media Week reported. Nicholas Coleridge, Condé Nast's Managing Director in the UK, divulged that the digital issue made use of a platform that was specifically designed, permitting fashion photography "to come to life" while offering a "multi-sensory experience," MediaGuardian reported.
"Vogue on the iPad has given us the opportunity to put life, colour and movement into our magazine. From moving image and sound, to internet connectivity, the possibilities are exciting and engaging," said Vogue Creative Director Robin Derrick, in charge of managing the app's formation.
Image: FashionStake Blog
Advertisers present in the December print issue will also have a spot on the iPad, Media Week added. These include luxury brands Burberry, Chanel, Gucci and Ralph Lauren. Furthermore, there will be Internet-only content such as interview footage of Harry Potter actress Emma Watson.
A promotional campaign was also launched across 12 London train stations (which constituted 15 million consumers), MediaBuyerPlanner pointed out. Eighty second video clips will be present on JCDecaux Transvision screens.
Another Condé Nast title Wired UK (which also recently ventured into the iPad business) was also engaged in an extensive marketing campaign, including Transvision features, MediaBuyerPlanner disclosed.
Coleridge explained that the digital initiatives were part of a "real digital breakthrough," adding that the integration of print and digital was gradually taking place. He highlighted users' need for immediacy when it comes to content delivery, which vogue.com satisfied. Neverthless, he cited the importance of quality and accuracy, MediaGuardian added.
The print issue of Vogue UK costs £4 ($6.46 or €4.64), according to Media Week.