The new iPad edition, a key step in Bauer Media’s strategy to deliver content whenever, wherever and however the reader chooses, taps into the growing pool of upscale women who currently own and consume content on a tablet device. It comes after detailed research into the Grazia reader, and responds to their demand for quality content to be delivered across channels they are engaging with on a daily basis.
The iPad edition will be based around a proposition of Read, Shop, Share. The Read element will see content enhanced by bespoke interactive elements including video, whilst Shop will be the edition’s unique-selling point, enabling the reader to buy items directly from Grazia’s influential fashion pages, acting on their impulse as soon as they see items on screen. The Share element will allow users to socialise content.
Grazia is also announcing the mobile optimization of GraziaDaily.co.uk from autumn 2012. The site has seen a 48% increase in unique users since January 2012, boosted by the ‘Grazia Fashion Issue…Live!’ social publishing campaign in February 2012. From launch, advertisers who buy online inventory will also see their ads on the mobile version of the site.
Abby Carvosso, managing director, Bauer Media lifestyle magazines, said: “Grazia has always been brave, bold and innovative and the new iPad edition continues that ethos. Our influence comes from understanding what intelligent women are thinking, doing and wanting. We know they buy products recommended by Grazia, so the new iPad edition offers them the ease and simplicity to buy a product as soon as they see it in our pages. This great new editorial product will allow premium, upscale brands innovative new advertising opportunities and the chance to access the unique power of Grazia to make their products sell out.”
The launch of Grazia’s iPad edition and mobile optimised Grazia Daily follows the recent launch of the Empire U.S. iPad edition and is part of Bauer Media’s on-going strategy to deliver great editorial product across multiple devices.
Grazia has used the Pugpig publishing platform to create the iPad edition. They were chosen for their vast knowledge in the digital publishing arena and their experience in publishing weekly magazine iPad editions.
