Hearst Magazines Details iPad Plans

Hearst Magazines was talking tablet, telling paidContent its next iPad app will be for Esquire in August, followed by Marie Claire in the fall and Seventeen, Cosmopolitan, Harper’s Bazaar, and Food Network before 2010 comes to a close.

Also due sometime during the fourth quarter is the iPad app for O, The Oprah Magazine, which will offer users a bookstore and e-reader, as well as allowing comments within articles, paidContent reported.

Hearst Magazines executive vice president and general manager John Loughlin discussed the e-reader rules issued by the Audit Bureau of Circulations, telling paidContent:

Once these magazine apps get traction with consumers, the ABC changes will follow. They’ll have to. If we were to follow the restrictions set down by the ABC, the consumer experience would be limited. These are still the early days and, at the moment, making these products attractive to readers is more important than having it meet a set of standards that haven’t been fully formed yet.

Speaking about the 10 million new subscribers to Hearst Magazines’ Web sites, Loughlin told paidContent:

The cherry on top of that is 90 percent of those subscriptions were from brand-new customers, ones who had no prior history as print subscribers. We think the tablet and mobile experience will do the same. We see it as completely additive.