Oh, suddenly digital magazines are so cool, and whatever

Hello, Glamour, it's 2010 calling.

Glamour magazine, which I love if only for its resilience and relentless relevancy to women who really care about buying stuff and killing time on the sofa, is discovering the power of digital publishing, via iPad, of course.

This from a FOLIO magazine, the magazine about magazine publishing:

From Ben Berentson, Glamour’s online managing director: “There has been a well-documented affinity between magazine content and the iPad. The way you interact with the device, the quality of the screen, its size and even its weight, all of that is very complementary to a magazine experience. But the iPad isn’t just a static reader—it’s connected to the larger world of the Web—and we think that offers great potential for giving our readers an enhanced experience beyond the kinds of multimedia extras we’re already including. For example, we have special, app-exclusive tap-to-buy shopping pages that take you right to the retailer’s site to buy the items that have been chosen by our fashion team.  We’re also very excited about the potential of pairing Glamour.com—which is over 80 percent online original content, posts 50 times per day and has its own distinct style—with the magazine on the same device.”

Hey, Ben, guess what? A computer is connected to the “larger world of the Web,” too. And from what I hear, the Web has a lot of potential… Hence, our model of publishing GivingCity ONLINE. (I am saving up for an iPad.)

In the context of what I learn and share all day — the need in Austin and what people are doing about it — digital publishing is probably the least interesting. I am, of course, obsessed with it. But that’s kind of my job.

I just wanted to say this, and then I’ll shut up about it on this blog forever (fingers crossed):

DUH, BEN. We’ve been making digital magazines for four years. So glad Conde Nast is figuring out that expanding magazine content and brand online is a fantastic and fascinating way to strengthen that relationship with the reader.

(Whereas magazine content extended to television or radio or other media hasn’t worked out so well. Think Martha Stewart, Real Simple. BUT notice how nicely television content can extend to magazines — Food Network, Everyday with Rachel Ray, O. Cool, huh? I love this shit.)

Okay, back to the stuff that matters.

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