Grazia launches 'shop-able' iPad edition
Grazia has launched a weekly iPad edition of the magazine available exclusively on Newsstand.
The iPad edition of the women’s weekly magazine contains all of the editorial content featured in the print edition and benefits from an additional shopping facility, enabling the reader to buy items directly from the Grazia’s fashion pages. Boots UK has already signed on as an integrated partner from launch, with readers automatically directed to the Boots website to purchase beauty products featured in the magazine.
Marketed towards the growing pool of female readers who currently own and consume content on tablet devices, the iPad edition of the glossy comes following research into the Grazia reader.
Based around the functional proposition of ‘Shop, Share and Save’, ‘Shop’ will be covered by the edition’s unique-selling point with a new ‘SnapShop’ functionality. The ‘Share’ element will allow users to socialise content, and users will be able to ‘Save’ content into a personal Wishlist section.
Editor-in-chief of Grazia, Jane Bruton, commented: “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.”
As well as partnering with Boots UK, ShopStyle has also come on board as a launch partner providing a range of products for readers to purchase throughout the edition.
Abby Carvosso, managing director of Bauer Media’s Lifestyle brands, commented: “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.”
Grazia’s iPad launch follows the release of stable-mate Empire’s US iPad edition and is part of Bauer Media’s ongoing strategy to deliver content across multiple devices.
Grazia has used the Pugpig publishing platform to create the iPad edition, and will retail for a weekly subscription of £1.99 via In-App Purchase. New issues will be delivered directly to the reader’s iPad every Tuesday.