The issue [iTunes link], replete with engaging how-to and stop-motion videos, as well as an autoplay video cover featuring actress Olivia Wilde, illustrates a growing investment in the tablet edition of the monthly glossy. Although parts of the magazine -- particularly the navigation -- are still clunky, the iPad version of Glamour has come a long way since its debut last August, when it was little more than a PDF replica of the print version.
We had a chance to speak with Glamour editor Cindi Leive about what she's learned about iPad publishing in the first year.
Early Lessons
In looking at early data, Leive said she was surprised to discover the types of iPad content creating the greatest reader response. A feature as simple as style suggestions for different body types, which features tap-to-switch before and after shots, often proves more popular than, say, an elaborate fashion shoot staged in Morocco.
"Sometimes [the features] that are relatively simple turn out to be the most satisfying in app form," Leive observes.
Her overarching goal for the magazine, she says, is to embed issues with features that perpetually "surprise and delight readers," to continually push beyond obvious additions like tap-and-play videos.
Print, Tablet & Web: A Three-Part Strategy
When asked whether we could expect to see greater integration between the print, tablet and web versions of Glamour, Leive says that, for now, glamour.com will remain mostly independent.
"What's successful on glamour.com is not always the same content that's successful in print," she says, explaining that short, blog-style and humorous posts tend to perform better on the web. Furthermore, Glamour.com produces much more content, generally between 50 and 60 original pieces per day.
Sales Will Come
Leive admits that iPad sales are still relatively insignificant compared to print, but believes "it's really only a matter of time before you see not just Glamour, but any big magazine with passionate reader followings really generating significant sales online." The magazine will continue to invest in building out its tablet version "because it promotes the brand and betters the issue," she says.