Grazia to launch iPad edition

The UK’s Grazia magazine is set to release an edition for the iPad this autumn.

Hot on the heels of British Vogue announcing its own move to a monthly iPad offering, the weekly glossy says it is responding to the growing pool of upscale women who currently own and consume content on a tablet device.

The edition will be built around a “Read, Shop, Share” proposition, incorporating bespoke interactive elements such as video, directly shoppable editorial pages, and social media integration.

Abby Carvosso, managing director of the lifestyle magazines division at parent company Bauer Media, said: “Grazia has always been brave, bold and innovative and the new iPad edition continues that ethos. Our influence comes from understanding what intelligent women are thinking, doing and wanting. We know they buy products recommended by Grazia, so the new iPad edition offers them the ease and simplicity to buy a product as soon as they see it in our pages.”

The move is part of parent company Bauer Media’s on-going multi-channel growth strategy; the aim to “deliver content whenever, wherever and however the reader chooses”.

Grazia is also announcing the mobile optimisation of from autumn 2012.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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