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Hell Is for First Ladies?... Meacham's Job Up for Grabs... Demarchelier Watch...

Media attention in Europe has shifted away from First Ladies Michelle Obama and Carla Bruni-Sarkozy’s wardrobes.

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NYLON FOR IPAD: Nylon is the latest magazine to make the jump to an iPad app, with the September tablet version of the title making its debut on the iTunes store on Monday. The virtual issue sells for $2.99, versus $4.99 for the print version, and features video interviews, behind-the-scenes footage from photo shoots, short films, MP3s and movie clips, in addition to all the editorial from the magazine. “The median age of our reader is 26, and we want to be everywhere they are, whether that’s in print, on the Web, on the iPhone or now on the iPad,” said Jaclynn Jarrett, publisher of Nylon, which has a monthly rate base of 225,000.

Initial advertisers for the iPad app include A|X Armani Exchange, Hudson Jeans, Levi’s, Express, Rimmel, Guess, Aldo, Adidas, Volcom and Sprint. Nylon charged a flat rate to advertisers and did not offer circulation guarantees for the virtual edition.

“This is really uncharted territory, so providing potential download figures is really a shot in the dark at this point,” noted Jarrett. “But we think several years down the road this will be a significant percentage of our circulation.”

Nylon tapped Amsterdam-based WoodWing, which has worked with a wide range of publications including Time and Sports Illustrated, to engineer the iPad app.

“We think the key is to expand horizontally with content, not just vertically when you add these new delivery formats,” said Marvin Scott Jarrett, editor in chief of Nylon. “We sent editors to Vancouver to tape video with the cast of The CW’s ‘Hellcats,’ did documentary-style pieces on ‘Friday Night Lights’ and integrated an MP3 of a new Interpol song with an interview with the band. We’re not just repurposing our print content, we’re creating a unique experience.”

— David Lipke

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