Us Weekly is keeping on-the-go readers updated with its editorial content via a new iPhone application that delivers breaking news to their handset.

The publication?s iPhone application is available for free download in the App Store. Users can read articles and view photos of their favorite celebrities.

?It's important for a publication to extend into the mobile app space, more so than just be there,? said Scott Dunlap, vice president of mobile at JiWire, San Francisco. ?You can think of mobile apps as a way to continue the conversation with a reader, and thus generate a richer advertising experience.

?For example, Seventeen Magazine has an app that allows you to see products featured in this months issue, then find the closest store that has it,? he said. ?This allows Seventeen to understand which products are popular, where users are when they shop, and present more opportunities for advertisers to drive sales and awareness.

?In the case of Seventeen, the mobile app actually has a reach greater than their subscription base, so it has helped grow their brand.?

Mr. Dunlap did not develop the Us Weekly application. He is simply a third-party analyst based on his expertise on mobile applications.

Us Weekly did not comment in time for press.

Mobile publication
The hompage of the application features the top stories of the day.

Readers can browse celebrity news

Through the day users can press the refresh button to get updated news.

Users can read articles

Users can share the article with friends

In addition to articles, readers can view photo galleries.

Users can share their favorite articles with their friends and family and vote on several polls such as who they think should win ?Dancing With The Stars? or who wore a certain dress better.

The application also features a button where users can like Us Weekly on Facebook, follow them on Twitter or subscribe to the publication.

?Magazines are the original mobile media, so it's not a surprise to see their brands extend well to digital mobile devices,? Mr. Dunlap said.