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BREAKING NEWS & VIEWS
Time Prepares Major Upgrade for iPadMonday, June 14, 2010 When Time magazine debuted its iPad version on the day and date of the Apple device’s launch in early April, the initial repurposing of the print edition was modest at best. The first stab at a tablet-ized Time simply made the table of contents and navigation interactive and activated select ads with multimedia. But Time Inc. plans a substantial upgrade of its iPad edition that shares many of the bells and whistles that sister publication Sports Illustrated had demonstrated last fall. At Internet Week last week Time showed off a demo of the upcoming multimedia magazine. The new version will include a video enabled cover, much more imaginative use of interfaces and extensive links to live Web media. The new Time for iPad will have a dual-mode table of contents that serves as a kind of abridgment of the entire magazine. In portrait mode, the TOC appears as standard headlines and summary text. In landscape mode it turns into a series of image tiles with pop-up synopses of stories. The TOC can also go into map mode, which indexes the stories by world location. Touch gestures will bring up a menu of breaking news from the Web and article sharing tools. Both articles and text selections can be shared with social media friends. And like the recent Wired app, Time’s tablet version will include 360-degree object views. There will be links to e-commerce for purchasing some media directly from the reviews. And Time is planning interactive tools, polls and easy entry of user comments. According to the demo, narrated by Time managing editor Richard Stengel, “we will be evolving Time every week.” Since the first week of the iPad’s debut, Time magazine has been issuing weekly downloadable issues of the magazine in the iTunes store on the day and date of the print publication. While it started its run on the Ipad as one of the most popular paid apps, it it no longer visible even in the top 200 bestselling paid apps in iTunes. Users have complained about the high per-issue pricing and straightforward repurposing of the print product. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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