Vogue has finally launched an iPad app, but Conde's marquee title is taking a unique approach.
Vogue Cover Exclusive, the 99 cent app available beginning today, features the Lady Gaga cover story, along with behind-the-scenes interviews and videos only available on the iPad. “With the Cover Exclusive app, we have created a custom brand of journalism targeted at the Twitter generation,” Anna Wintour said in a statement.
Is Wintour right about that? I'd love to confidently say "yes," or "no," but the truth is, few really know what works on the iPad in terms of original content. Despite Wired's successful launch on the tablet, subscriptions are steadily decreasing. And honestly, I don't really care much about Vogue's cover stars--I care more about reading "Life With Andre" than Life With Gaga. But who knows? Maybe I'm in the minority, and Wintour's savvy will prove on point once again.
What do you want from a Vogue iPad app? There's sense in creating content for specific mediums, but only if that content is compelling. (See Katie Grand's short Love films, available on the iPad and via the web, as a smart example.) Download the app here and review it in the comments below--I'd love to hear what you think.