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A DIGITAL BRITAIN: Condé Nast U.K. is the latest publisher to translate its glossy pages into digital devices.
In November, the publisher will launch the December issues of British Vogue and the British edition of Wired as iPad apps, said Nicholas Coleridge, managing director of Condé Nast Britain. The editors of Vogue and Wired, Alexandra Shulman and David Rowan, respectively, along with the titles’ creative directors, will work closely with digital teams on the apps’ content.
“Digital innovation should enhance the reader’s brand experience,” said Coleridge. “The same [Condé Nast] principles apply to digital as they do to print — we aim to have the same editorial standards on our sites as we do in print.” The apps, whose prices haven’t yet been determined, will be sold via iTunes.
The company said that all the advertisements that appear in the print editions of December’s Vogue and Wired will also appear on the iPad app. Albert Read, general manager for Condé Nast Britain, said some advertisers will also be able to have their advertisements linked from the app through to their Web sites, or will be able to showcase their ads via “interactive advertisement formats,” such as video, slide shows or digital product tours. “Digital advertisers are moving beyond return on investment as the only measure of success,” said Read. “Luxury advertisers are seeking out brand opportunities online,” he added, noting Marc Jacobs, Prada and Chanel are some of the labels which have run interactive digital adverts, such as films, on Condé Nast’s Web sites.
And having launched an iPhone app for Condé Nast Traveler’s U.K. edition in July, the company will launch iPhone apps for GQ and Brides at the end of 2010. Coleridge said digital advertising revenues at Condé Nast are up 30 percent compared to 2009, and that over the next 15 years he expects Condé Nast U.K.’s Web sites to have “doubled or tripled in size.” And while others might question the future of print, Coleridge at least is bullish — or has a typical British stiff upper lip. He predicted the glossy magazine business will still be “thriving” in 15 years, and that print publications will make up 70 percent of Condé Nast’s sales, while “30 or 40 percent” will come from sales via iPads or similar devices.
— Nina Jones