Future Doing Proper iPad Version Of T3 Mag

By Josh Halliday: Future Publishing (LSE: FUTR) is to launch a bespoke iPad edition of its gadget magazine T3, buoyed by a sixfold increase in US print sales of the title since the iPad launched in April.

T3: iPad Edition marks the specialist publisher’s move into publishing tailored editions of its magazines for tablet devices, following the release of iPhone apps for its Total Film and MacLife titles.

Development of the T3 iPad edition will be led by Future’s in-house team and built on the WoodWing Digital Magazine Tool platform, which also hosts the Sports Illustrated (NYSE: TWX) iPad app.

The app will showcase exclusive video, 360-degree animation and interactive image galleries. Although T3’s print edition is currently hosted by Zinio for digital browsing, the new app represents Future’s first bespoke paid-for edition for the Apple (NSDQ: AAPL) iPad.

Nial Ferguson, publishing director for Future’s entertainment and tech lifestyle portfolios, said: “The natural synergies between T3 and the iPad create a dream union for both consumers and our commercial partners. Our research tells us that T3 readers are high-spending early-adopters, who already voraciously consuming media on the platform.

“We’ve worked very hard and liaised with Apple to ensure that T3: iPad Edition will give our readers the quality and authority of the print magazine, combined with the unique interactivity and functionality the iPad platform provides. Early testing among consumers and commercial partners has been very positive.”

After posting better-than-expected financial returns for the six months to the end of March, Stevie Spring, chief executive of Future Publishing, told the Guardian that digital publishing represented “more than a quarter” of its revenue in the given time and suggested that there were opportunities to develop its brands further in the space.

“The iPad could be a bubble or it could be a bandwagon,” said Spring, reflecting on the significant increase in sales of the magazine since the US launch of Apple’s tablet device. Spring said the publisher’s existing stock of iPhone apps for its titles, which are a mixture of paid-for and free, were “partly promotional, partly experimental”.

This article originally appeared in © Guardian News & Media Ltd..