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Condé Nast Is Preparing an iPad Version of Top Magazines

From today's NY Times comes the news that Condé Nast Is Preparing an iPad Version of 'Some of Its Top Magazines'.

And that the first magazines for which it will create iPad versions are Wired, GQ, Vanity Fair, The New Yorker & Glamour. The company plans to announce in an internal memorandum on Monday. (Today)

[Condé Nast Is Preparing iPad Versions of Some of Its Top Magazines]

In a previous InstaBlog post, "AP readies for Apple's iPad, Tom Curley said", it tells us that (for newspapers) ..........

"Some services might be supported by advertising revenue and that through a news app that wrangles in content from the AP and their more than 1,000 member newspapers, the news 'co-operative' is to display content on such devices as Apple Computer Inc.'s iPad."

Back to Condé Nast and a 'soft' approach on the subject of advertising, as Sarah Chubb, president of Condé Nast Digital said the company had not decided on the appearance of the ads.

What we’re looking at right now is what kind of ad units for a phone and iPad would optimize the experience for a consumer", she said..... 

"As an example, if you’re a fashion retailer or a fashion advertiser who also has an e-commerce store, how can we make the simple fact that you can click through to an item and buy it kind of great? How do you romance it a little bit more?"

And just as newspapers are forming consortiums, magazines, with already five of the leading publishers—Time Inc. Hearst, Condé Nast a Meredith having now banded together to form a digital JV [Next Issue Media], with News Corporation. In what is describes as being (and it's a proper mouth-full), an innovative digital advertising platform featuring pioneering audience measurement tools. (Is it any wonder Ms Chubb, hadn't much to say).

But in combining both (iPad) involvement 'stories' (or, accounts), it would seem that 'behavioural' (BT), may play a part. A big part, too.

And it all figures. With (in my previous Instablog, above) Microsoft appearing to be playing around with a Hearst newspaper. ("Midland Daily News")

[With Accipiter's behavioral targeting solution ( - the site "defaults" to Microsoft's Atlas Solutions), that features it's VIBE (Visitor Interest Behavioral Engine), where publishers can extend premium or sold-out ad inventory, decrease unsold impressions by targeting visitors interested in the most valuable content, and allow the site to be sold by behavioral segment, bla, bla..].

There's never a 'dull moment' as they continue the "pulling" of all this "together".  :)


Disclosure: Long LOOK and please to be so, too.