Nylon magazine offers exclusive content via iPad app

Nylon magazine has rolled out its September issue to Apple?s iPad with exclusive video interviews and behind-the-scenes footage from photo shoots.

Readers can access interactive features only available on the iPad, including photo galleries, songs and audio interviews. The September issue is available in the App Store for $2.99.

?We think the key is to expand horizontally with content, not just vertically when you add new delivery formats,? said Jaclynn Jarrett, publisher of Nylon Magazine, New York. ?And it was important to us not to just repurpose our print content, but create an entirely new and unique experience for our iPad readers.

Mobile nylon
The Nylon issue opens with a special introductory video from the magazine?s cover star, ?Gossip Girl? actress Jessica Szohr.

Readers can also view video features of a new TV series ?HellCats.?

Users can watch video tours of the set, the writer?s room, the editing room, hair and makeup, the wardrobe trailer and interviews with cast and crew.

In addition, there is a short film based on the publication's Fall fashion editorial that was shot and directed by Matthew Frost.

?We are currently featured on the homepage of the iPad app store on iTunes,? Ms. Jarrett said. ?We?ve also started to spread to word via fashion, technology and design trade publications.

?We?ll also share our new app with our favorite fashion blogs to spread the word amongst our key targets: fashion-and tech-savvy young adults,? she said.

Extra features
Readers can also listen to an mp3 from Interpol?s new album, which is included alongside the band?s feature story.

Nylon is looking to offer sponsorships to partner brands, such as enhancing their advertising with branded music, video and images embedded throughout the application, including hotlinks to outside Web sites.

Throughout the editorial pages, which feature designer apparel, users can click on a certain item and find out who the designer is, as well as how much it costs.

Here is a screen grab of the application:

The is also a tab on the bottom of the application that takes users to Nylon?s Web site.

Here is another screen grab of the application:

?Our readers are known for being early adopters, and we want to be everywhere they are, whether that?s in print, on the Web, on the iPhone or now on the iPad,? Ms. Jarrett said.

?We?re going to continue with our October iPad issue and beyond,? she said.

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