The iPad edition, a key step in Bauer Media’s strategy to deliver content whenever, wherever and however the consumer chooses, is available for free from Newsstand. A weekly subscription is available for £1.99 via In-App Purchase. New issues will be delivered every Tuesday straight to a reader's iPad.
It contains all of the editorial content seen in the print magazine with an additional shopping facility, enabling the reader to buy items directly from Grazia’s fashion pages, acting on impulse as soon as they see items on screen. They will also be able to link through to purchase everything from theatre and gig tickets to books and technology products.
The iPad edition of Grazia taps into the growing pool of upscale women who currently own and consume content on a tablet device and who are looking for a more satisfying experience than a PDF page-turner, says Bauer Media. 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.
Based around a functional proposition of ‘Shop, Share and Save’, Shop will be the edition’s unique-selling point with a new ‘SnapShop’ functionality, enabling users to quickly and easily look at everything available to browse and buy in that week’s issue. The ‘Share’ element will allow users to socialise content whilst users can ‘Save’ items and content in a new Wishlist section.
Jane Bruton, Editor-in-Chief, of Grazia, commented: “Brave, bold and innovative, Grazia revolutionised the magazine market when it launched seven years ago, and any extension of the brand has to be equally game-changing. Our readers expect so much more than a PDF of Grazia on the iPad and I’m thrilled to be able to offer them something fresh, useful and genuinely different to anything else out there. Having the shop, share and save feature as our core function gives our readers instant Grazification – at their fingertips.”
Boots UK will be an integrated partner from launch, with readers automatically directed to boots.com where they have the opportunity to purchase beauty products featured in that week’s issue. A carousel of products trending on boots.com each week will also appear on ‘Snapshop’.
ShopStyle are also confirmed as a launch partner, providing a range of products for readers to purchase throughout the edition. Grazia and ShopStyle have agreed a revenue share deal for any items sold through the ShopStyle interface.
Abby Carvosso, Managing Director of Bauer Media’s Lifestyle brands, said: “This is a beautiful, bespoke product that will increase Grazia’s influence with the upscale, intelligent woman. We know they buy products recommended by Grazia and this new iPad edition offers them the ease and simplicity to buy a product as soon as they see it in our pages. It’s great to be working with selected retailers at launch and we’re already in discussions with premium brands seeking innovative new advertising solutions.”
Elizabeth Fagan, Marketing Director, Boots UK, said: “Accessibility for our customers whenever, wherever they are, is extremely important and at Boots UK we understand that the modern woman wants convenience as well as access to the latest hot products. This Grazia iPad edition offers customers the opportunity to shop for fantastic beauty treats as they read, adding a great new dimension to shopping online. We are delighted to partner with Grazia on this exciting venture as it fits perfectly with our aim to further expand and enhance our digital offering.”
Joanna Bickmore, Editorial Director at ShopStyle, added: “I see the Grazia and ShopStyle partnership as the next stage in the evolution of fashion and technology!”
The launch of Grazia’s iPad edition 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. By the end of 2012, Bauer Media will have 22 UK magazines available.
The Grazia iPad edition was project-led by Victoria Harper, Special Projects Director at Grazia and Bauer Media, and designed and developed by Jonathan Clayton-Jones with the help of Wilson Fletcher and Kaldor. Grazia has used the Pugpig publishing platform to create the iPad edition, which is ready to be rolled out across any screen and platform. This completes the first phase of the Grazia iPad edition and Bauer Media will be working with feedback from users to build in extra functionality in due course.
