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Meredith Corp. expands digital efforts to Google Play

Publisher Meredith Corp. is bolstering its mobile repertoire by rolling out eight of its lifestyle magazines to the Google Play Store.

Consumers can now download digital versions of the magazines for Android smartphones and tablets. In the coming months, Meredith Corp. expects to expand the number of magazines available in the store to readers.

?We know from our research that our large-scale audiences of women are looking for our best in class content across a broad spectrum of digital offerings,? said Alysia Borsa, vice president of product development for the digital group at Meredith Corp., Des Moines, IA.

?We feel Google Play presents another opportunity to expand on that reach and engage directly with our audience,? she said.

Digital reads
The eight Meredith Corp. magazines being released to the Google Play Store are Ladies? Home Journal, More, Midwest Living, Diabetic Living, Traditional Home, EveryDay with Rachael Ray, Family Circle and Siempre Mujer.

At launch, readers can buy .99 cent single issues of the magazines.

Once an issue is downloaded, it is kept in the cloud to let consumers access the content on multiple devices. With users often reading magazines in small, nugget-sized pieces, giving users access to content on more than one screen is becoming a necessary part of every publisher?s distribution strategy.

Users can then access the magazines via the Google Play Magazines application.

According to research from Meredith, readers are digesting content on multiple screens, but mobile plays an especially important role with the publisher's group of moms who rely on their devices on an everyday basis.

For example, women want instant access to shopping lists or in-store retail help via their handsets.

Publish on mobile
Meredith Corp. has been active in mobile for a while.

The publisher has more than 12 branded applications in addition to digital subscription and single-issue offerings.

Recently, Meredith Corp. rolled out a mobile version of its EatingWell magazine that was sponsored by Phizer?s Lipitor brand and helped users manage their cholesterol with health tips and articles.

Phizer?s sponsorship let users sign up for the Lipitor For You program (see story).

Additionally, last year Meredith Corp. standardized its mobile bar code initiatives by implementing Microsoft Tags across all of its publications (see story).

?By creating even greater opportunities for women to access our content, we further deepen our engagement and relationship with them on the topics most important to them, their families, and their personal development,? Ms. Borsa said.

?We are very focused on continually enhancing our consumer experience which then creates tremendous opportunity for marketers who want to be part of that conversation,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York