‘Glamour’ Preps iPad Edition

Another big magazine is prepping a version for Apple’s iPad tablet — and this time, it’s iconic women’s title Glamour.
Most of the players pushing magazines toward the iPhone and iPad are targeting technology-loving guys. Conde Nast has already said Wired, GQ and Vanity Fair would likely be its first titles to launch versions for the much-anticipated iPad. Glamour and The New Yorker will likely follow close behind, per sources, though the publisher would not divulge details of the rollout.
Conde Nast has been vocal, however, about its work with Adobe to build a magazine application for the iPad, starting with Wired. Wired has begun showing a media kit for that version to potential clients. The kit lays out the interactive features that advertisers could leverage. They include Web links and 360-degree views of products. But the kit does not include pricing details, according to a buyer who has seen it.
It’s unclear if the other Conde Nast iPad versions would be built on the Adobe platform or if the publisher plans to retrofit existing iPhone apps for the larger iPad screen.
Most of those titles already have a strong digital presence, which has implications for their ability to build the scale needed to attract advertisers. If the initial downloads for iPhone magazine apps are any indication, the audience for magazines on the iPad won’t be impressive to start with.
Glamour.com, under editor Cindi Leive, has become a digital success story at the company, with a blog-driven approach that’s led to strong traffic growth in the past year. With a big, youthful print and online audience, Glamour potentially could attract a relatively big number of users on the iPad.
As for The New Yorker, it already has experience with e-readers, with its Amazon Kindle edition. The New Yorker wouldn’t release sales numbers, but has said it’s regularly a top seller on the Kindle.