Everyones favorite posh publishers Condé Nast, have announced that their kick-ass Wired magazine will indeed grace the touching screens of Jobs’ latest creation by this summer.
Announced at the awesome 2010 TED conference by Wired’s Chris Anderson and Adobe’s Jeremy Clark the news was no surprise really, in fact it was an inevitability. Since I was not fortunate enough (or rich enough) to be at the TED conference I didn’t see the demo myself, although it seems the mag is fairly similar to that of New York Times.
Readers can scroll horizontally through the magazine, when they see an article they like they scroll vertically. The iPad also changes from landscape to portrait depending on which way the unit is held.
It also contain some interactivity. The demo showed Adobe’s Clark touching a 360 degree animation of a new Camaro, showing how advertisers could utalise the new technology. Except it’s not new. 360’s have been around for years on web sites and I’ve been doing them for 2 years inside interactive magazines. It’s nothing new or groundbreaking, it’s simply taken Condé Nast to push it one step further by making it compatible with iPad Applications.
By his own admission Anderson acknowledges the iPad magazine is only “part of the answer”. He’s right of course, but the fact that they have already started down this road and have announced a rough launch date means that “part of the answer” puts them ahead of the pack. No news on if this roll out on the UK edition or if it’s just the US version.
It’s going to be very interesting to see how existing eMag publishers tackle the iPad. What will Dennis Publishing do? They currently publish the three most successful consumer eMags around, how will they embrace the iPad? Will they even try? Will Redwood Publishing conquer the iPad market for contract titles. WIll IPC Media come out of nowhere or will Future tackle their decreasing profits with electoic editions? Who knows, and who for the next five minutes, who cares? I’ve got a coffee waiting…