Canadian Magazine Industry News
10 December 2010,     TORONTO
2: The Magazine for Couples releases fourth iPad application for 2010
2: The Magazine for Couples has released Party Tricks, its fourth application this year for the iPad.


The application, available for $1.99 on iTunes features party planning information which has previously appeared in the magazine, packaged and optimized for the iPad. Information in the application is displayed as features and can be flipped to reveal recipe menu cards when the device is in landscape mode, says publisher Diane Hall. “The application has a shelf life beyond the holiday season because it can be used to cover various occasions,” she says.

2’s iPad applications have been created both in-house and with Toronto-based iT Guy Technologies developer Timothy Mitra, a partnership Hall says sets the brand apart from other publications on the device. “A lot of magazines are working with developers who have built a platform and they just supply the end product, such as PDFs. We are actually creating all the pages in-house and adding functionality where we need to.”

Hall says 2 has achieved its goal of releasing one iPad application per month since launching its first issue on the device this summer. She says the company is monitoring other tablet devices on the market, or soon to be entering it such as RIM's Playbook but is only developing for the iPad at the moment.

While Hall would not say exactly how many downloads its iPad applications have received, she says 2 is pleased with the results. “We took the application into the U.S. market where we are relatively unknown. We have had thousands of downloads and are happy with that. The more apps we get, the more downloads we get on the others, they feed off each other.”

Hall says she sees its iPad applications as a business separate from its quarterly print magazine and would like to bring other publications' content onto the device in 2011. “Our big focus for next year is to partner with other companies to create products optimized for the platform,” she says.

2: The Magazine for Couples
is releasing two more iPad applications by years end, says Hall - the second digital edition issue of its magazine and a Spring 2011 Bridal Style Report. Its applications are available for free-$4.99, in the iTunes store.

— Val Maloney
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