Wired UK iPad app attracts Audi and Burberry

Wired magazine's UK edition has unveiled its first digital edition for the iPad, which has attracted the likes of Audi, Burberry and Chanel to run rich media ads.

Wired iPad app: UK December issue
Wired iPad app: UK December issue

The UK app is priced £2.39 in comparison to the printed issue, which costs £3.99. Condé Nast aims to have the app to download on a monthly basis from early 2011 "following a period of significant user and advertiser research".

All advertisers appearing in the December print issue automatically have presence on the iPad app. In addition there is an extra commercial opportunity available for advertisers who wish to secure limited rich media advertising.

Advertisers Audi, Burberry, Chanel, Intel, Microsoft XBox, Omega and Sonos have signed up for rich media advertising spots for the launch issue, which enables the client to use video as an extra level of engaging with the consumer.

The app comes five months after its sibling publication in the US launched its app in May.

It includes features such as the ability to look at images in 360 degrees and 3D, animated infographics, interactive text and picture galleries as well as a drop-down contents page and issue overview.

David Rowan, editor of Wired, said: "We believe the key to a successful app edition is to use multimedia to enhance storytelling rather than to distract from it: to provide video when the user really needs to 'be' somewhere, and audio when you want to hear a music track, rather than using gimmicks simply because they're an option. 

"The real joy is to see a print story come to life, as it does in the December issue with our cover feature about Aardman's inspiring journey towards becoming a digital and Hollywood powerhouse." 

Rupert Turnbull, publisher of Wired, said: "Maintaining the integrity of editorial and design, the app offers a compelling addition to our reader offering, and a further route for our advertisers to communicate to our highly responsive audience, many of whom are early iPad adopters."    

A spokesperson for Conde Nast said: "Wired is currently designing subscription offers to reward the loyalty of subscribers to app and/or print editions."

Condé Nast is due to reveal its iPad app for Vogue early next week, which will be priced £3.99.


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