Martha Stewart Living publishes first multimedia magazine

  

On November 10, Martha Stewart Living magazine launched its premier digital edition created especially for iPad. Like most things Martha Stewart does, jumping into digital publishing is bound to be a very “good thing.”  In this video Martha explains her decision to add a digital edition of MSL, which just celebrated its 20th anniversary. 

There is plenty to like about MSL's digital format, with its dynamic how-to's, rich photo panoramas and slide shows, and documentary-quality video features. It's an extraordinary example of what can be done editorially thanks to advances in electronic publishing and camera technology. 

For example, digital MSL has two video features: one on artisanal cheese making and another about fishing in Alaska, each shot using one camera (i.e. RED camera) that captures still and moving images. Now, a subject can be covered for an array of media platforms, working quickly, economically, and to very high editorial standards. 

According to Eric Pike, MSLO's creative director, Adobe’s digital publishing suite makes it easy to incorporate moving images and interactive elements into a digital edition that's based on the print edition's layout. 

The challenge for print-trained editors, says Gael Towey, MSLO’s editorial director and creative chief, is conceiving stories for multimedia by anticipating how and where digital readers will view them. Publishing MSL on an iPad makes it a mobile magazine and toolbox that can move from armchair to the kitchen counter, into to the garden and out to the local supermarket. 

Hearst Digital debuts awesome ESQUIRE magazine for iPad!

Until now digital adaptations by popular magazines haven’t been all that exciting.  This month’s debut of ESQUIRE for iPad is truly an awesome editorial and technological achievement, however, and it offers a thrilling glimpse at where magazine publishing is headed. 

Developed by Hearst Digital and ScrollMotion, Esquire's iPad app makes each page a rich and dynamic experience. Take the October cover featuring actor Javier Bardem. He strolls right up to your screen and personally welcomes you to the issue as Esquire's masthead and interactive story call-outs fuse into rightful position. 

This video demo shows how the magazine goes very digital while still retaining its hallmark editorial design and quality. For example, photography in the fall style section can be rotated 360 degrees and viewed from various angles. The automotive review opens with a stunning still shot of an Audi roadster that turns cinematic when the driver revs up, roars away and then screeches back to give us a frontal view. Cool!  An article about the World Trade Center’s reconstruction is presented in layers of interactive text, high-resolution images and animation.

Josh Koppel, one of the co-founders of ScrollMotion, whose clients include Hearst, Random House, Houghton Mifflin, Simon and Schuster, and The Jim Henson Company, believes digital publishing should not be about putting a PDF version on an iPad; rather, he says digitization should be an additive process that makes each page a powerful multimedia platform.

No doubt magazines have much to gain by publishing digital editions. Consider that Esquire’s iPad app is sold at full price ($4.99) on a per-issue basis - no discounted subscriptions. (The iPhone edition costs $2.99 per issue.) As long as audiences keep coming back (how could they not given fantastic content?) it makes sense advertisers will be lining up, too.