>> 2010 is Interview's "new media year," according to the magazine's CEO Francis Malone — an initiative that first really comes to a head this month with the magazine's just-launched iPad application for its April 2010 issue — the first such endeavor by a fashion magazine.
Malone demonstrated the Interview experience made "richer" through the iPad's capabilities this morning — for instance, the issue's Terry Richardson-shot Jersey Shore editorial with Bar Refaeli comes with video footage taken by Richardson's assistant throughout the shoot. And the iPad allows for a higher production value than print, therefore causing photos to appear all the more vivid.
A digital magazine for computers is also in the works »
The April issue on iPad boasts 334 pages (as compared to the print issue, which only numbers 140 pages because of its larger size) — 43 pages of which are advertisements from 20-odd brands including Dolce & Gabbana in the anchoring spot. Many of the advertisements include a link straight back to the advertiser's mobile shopping site — with such capabilities, Malone suggests that brands need to start thinking more like media companies in the way they produce content.
The April issue on iPad costs 99 cents and takes less than ten minutes to download — numbers that may change with future issues, as Malone says that the current application is only at 60 percent of what is planned. More mobile shopping capabilities are expected in two to three months, and with the June/July 2010 issue, an option to subscribe — which will then prompt the user when a new Interview is out for the iPad — is planned.
For those sticking with their laptops, good news: Interview expects to launch a digital version of the magazine this month.