Mail on Sunday Launches “YOU Inspire” on iPad

Today, a guest post from my colleague Emma Wilkinson of Adobe UK.

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YOU Inspire, a high-fashion supplement from the award-winning* YOU Magazine team at UK newspaper Mail on Sunday, has gone live on iPad. This is the first app that the UK’s Daily Mail newspaper has developed using Adobe Digital Publishing Suite and they’ve chosen a really exciting magazine for the project.

YOU Inspire is published quarterly to bring readers the best of fashion collections from leading designers. For a magazine that’s all about beautiful clothing and ‘getting the look’ for this summer, the tablet format has enabled the team to deliver a really engaging experience for readers . For example, they’ve been able to use video to bring the catwalk shows at London Fashion Week into readers’ living rooms.  The slideshow feature in Adobe Digital Publishing Suite has also enabled the team to develop interactive walk-throughs showing readers how to combine clothes to get ‘that look’ for this coming Summer.

The app was created by two dedicated in-house designers who used the pre-release version of Adobe Digital Publishing Suite to produce the tablet edition without having to write a single line of code. Built in parallel with the print version, the designers took the original InDesign files and reworked the content to build in the interactive features and videos.

The new app isn’t just great for readers; the Mail on Sunday see it as a great platform for advertising partners as well. YOU Inspire is unashamedly upmarket, aimed at readers with disposable income that love their high-fashion brands, so the interactive nature of the tablet app promises to bring the big fashion brands much closer to these important customers.

The Mail on Sunday is the second biggest circulation Sunday newspaper in the UK, with just under 2 million readers, and the Daily Mail is the UK’s biggest national newspaper website, recording close to 56 million unique browser visits in Jan 2011.  It’s great to see Daily Mail General Trust working with Adobe Digital Publishing Suite!

*YOU magazine has been awarded Supplement of the Year in the British Press Awards for the last three years.

 

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