Bauer Media focuses on e-commerce as it takes Grazia to the iPad

By : PPA Communications

Bauer Media has launched a weekly iPad edition of its fashion glossy Grazia.

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Available exclusively on Apple's Newsstand, the Grazia app can be downloaded free, with new issues delivered every Tuesday through a  £1.99 weekly subscription available via in-app purchase.

The iPad edition contains all the editorial content in the print magazine but also contains an additional shopping facility, enabling readers to buy items directly from Grazia’s fashion pages or link through to purchase everything from theatre and gig tickets to books and technology products.

Bauer Media said the launch was based on the proposition of ‘Shop, Share and Save’: the new ‘SnapShop’ functionality enables users to look at everything available to browse and buy in that week’s issue; the ‘Share’ element will allow users to socialise content; and users can ‘Save’ items and content in a new Wishlist section.

Jane Bruton, Editor-in-Chief of Grazia, said: “Our readers expect so much more than a PDF of Grazia on the iPad and I’m thrilled to be able to offer them something fresh, useful and genuinely different to anything else out there."

Boots UK has signed up as an integrated partner from launch, with readers automatically directed to boots.com where they have the opportunity to purchase beauty products featured in that week’s issue. A carousel of products trending on boots.com each week will also appear on ‘Snapshop’.

ShopStyle are also confirmed as a launch partner, with a revenue share deal for any items sold through the ShopStyle interface.

Abby Carvosso, Managing Director of Bauer Media’s Lifestyle brands, said: “This is a beautiful, bespoke product that will increase Grazia’s influence with the upscale, intelligent woman.  We know they buy products recommended by Grazia and this new iPad edition offers them the ease and simplicity to buy a product as soon as they see it in our pages.

"It’s great to be working with selected retailers at launch and we’re already in discussions with premium brands seeking innovative new advertising solutions.”

The launch of Grazia’s iPad edition follows the recent launch of the Empire U.S. iPad edition. Bauer Media said it aims to have 22 UK magazines available

Created using the Pugpig publishing platform, the Grazia iPad edition was project-led by Victoria Harper, Special Projects Director at Grazia and Bauer Media, and designed and developed by Jonathan Clayton-Jones with the help of Wilson Fletcher and Kaldor.

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