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Tablet publication ensures our future, do it better than anyone else - GQ UK's Jamie Bill

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Tablet publication ensures our future, do it better than anyone else - GQ UK's Jamie Bill

Condé Nast UK Magazines now sells 1.5m print copies, and 520k digital copies, said Condé Nast UK's digital director Jamie Jouning.

GQ UK has chosen to “fully integrate creative and technical processes” in its app development, Bill said, and aims to respond quickly to new opportunities, both in terms of hardware and store fronts.

The magazine will be available in the Amazon UK Appstore on Thursday, and Bill said that the magazine is keen expand to other providers who, unlike Apple, will provide them with subscriber information.

GQ’s brand values are identical across all platforms, and in fact the both the Vogue and GQ audiences are a very similar demographic across platforms, said Jouning.

One of the biggest challenges of producing tablet apps is managing the people, Bill said, as tablet publication creates an immense workload for staff. "Work out the workload," he emphasised.

In terms of a business model, the GQ UK tablet editions make revenue from three different streams. All print advertisements are automatically replicated on the tablet, which allows the magazine to increase its rates. Then of course there is the download revenue of individual issues, and the magazine also charges for links and premium advertising.

Bill and Jouning showed some creative interactive ads in GQ's tablet edition from Bally and Mercedes, which are indicative of a trend to encourage the user to interact with content from advertisers as well as with editorial material.

In many senses the tablet offers the best of both print and online, Bill said, and he believes that “tablet publication ensures our future.” The key, he added is to “do it better than anybody else.”


Emma Goodman's picture

Emma Goodman


2012-10-30 13:35

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