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Brief Published: 5 Sep 2012

Magtailing Plus: Grazia Magazine Launches iPad Shopping


Readers of the UK edition of women’s weekly magazine Grazia will soon be able to buy items directly from its fashion pages thanks to a new iPad edition launching this autumn.

The news comes hot on the heels of British Vogue announcing its launch of a monthly iPad offering in September, and innovative retail trials such as Glamour Magazine’s Virtual Apothecary (see previous thread) – an initiative that tested the waters of magazine-fuelled commerce.

Grazia says it’s responding to the growing pool of the ABC1 female audience who currently own and consume content on a tablet device. It also states the new proposition is designed to tap into the ‘Read, Shop, Share’ mentality – although a ‘See it, Want it, Buy it’ mentality may be more accurate. The most innovative aspect of the new iPad edition, powered by publishing platform Pugpig, is that it allows the magazine’s readers to buy on impulse when a product appears on-screen.

Abby Carvosso, managing director of parent company Bauer Media’s lifestyle magazines, said: “We know our readers 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. This great new editorial product will allow premium, upscale brands innovative new advertising opportunities.”

Returning to the ‘Read’ element of the proposition, the iPad platform will see content enhanced by bespoke interactive elements including video, while the ‘Share’ element allows users to circulate content via social media.

For more on how publishers are bypassing old revenue models and blurring the traditional boundaries between editorial and e-commerce, see our reports: Magazine Apps and Advertising, and Edvertorial: Branded Content and Magtailing.

Grazia Daily

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