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Glamour magazine aims for increased readership with mobile apps

Glamour magazine has debuted its iPhone, iPod touch and iPad application to accommodate the large percentage of its print and online readers carrying their mobile device with them.

The Condé Nast publication's application includes the 40 most recent blog posts from and users can read them without a live Internet connection. Readers with access to a live connection can stay up to date with the posts, which are refreshed hourly.

?We want to offer our readers who would like to experience Glamour on their iPad or iPhone the best product possible,? said Ben Berentson, online managing director at Glamour, New York.

?We think that this is the right time for this product," he said. "We know a large percentage of our print and online readers already have iPhones, and that women are beginning to close the gap to men in terms of iPad adoption. We want our readers to be able to enjoy Glamour content however they want ? in print, on the Web or with the use of this app."

The Glamour application is available for free at Apple?s App Store. Users can also preview, purchase and download the latest issue of Glamour for $3.99.

When a user buys an issue, that purchase covers all devices ? iPhone, iPad and iPod touch.

While browsing the application, readers can save their favorite stories as they browse each issue, then access their favorites from the application?s main menu to see the full list, sorted by issue.

Additionally, there is a shopping list feature that lets readers save their favorite fashion and beauty items from each issue in one place, complete with full information on where and how to buy a specific item.

?There has been a well-documented affinity between magazine content and the iPad,? Mr. Berentson said. ?The way you interact with the device, the quality of the screen, its size and even its weight, all of that is very complementary to a magazine experience.

?But the iPad isn?t just a static reader ? it?s connected to the larger world of the Web ? and we think that offers great potential for giving our readers an enhanced experience beyond the kinds of multimedia extras we?re already including,? he said.

For example, Glamour has special, application-exclusive tap-to-buy shopping pages that take readers right to the retailer's site to buy the items that have been chosen by the magazine's fashion team. 

?We?re also very excited about the potential of pairing ? which is over 80 percent online original content, posts 50 times per day and has its own distinct style ? with the magazine on the same device,? Mr. Berentson said.

Bonus features
The application also features exclusive, application-only bonus content such as shopping pages, videos and extra photos.

In the September bonus features, there is exclusive footage of Jennifer Lopez?s cover shoot, an interview with Justin Bieber and the first of Glamour?s Cubicle Beauty video series, which road-tests popular looks seen in the magazine.

Glamour is Condé Nast?s fourth complete magazine available as an application.

?We?re hoping to launch a version of that is optimized for mobile in the future,? Mr. Berentson said.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York