O, The Oprah Magazine arrives on iPad

O, The Oprah Magazine arrives on iPad
O, The Oprah Magazine has been released for iPad and now is available for download on the App Store. The elegant, highly functional and easy-to-navigate app optimizes the iPad functionality for the O reader, providing the inspiration, information and readability of the print edition, while adding bonus material and interactive features which take advantage of the device’s innovative display and Multi-Touch interface. Disney and Lexus are the inaugural advertisers for the first issue; future interactive editions will roll out monthly.
Featuring the most compelling content from O, The Oprah Magazine’s coveted December issue, the theme of which is “Miracles,” the iPad edition includes the holiday “O List,” the magazine’s top 10 books of the year, and exclusive video messages from Oprah Winfrey. The app also allows users to enter the magazine’s second-annual “12-Day Holiday Give-O-Way” sweepstakes, which launches on November 29 and runs through December 10 and will award 12 lucky readers the ultimate present: every item featured in the 2010 O List Holiday Edition gift guide, and a selection of items from this season’s “Oprah’s Favorite Things” episode.

“I love the written word, and I love the iPad—to me, it’s another way to experience the intimacy of this magazine and it’s part of the future of the business,” said Oprah Winfrey. “It’s a new way to connect with our readers, who are on a path of becoming their best selves.”

Conceived and designed in-house by the magazine’s editorial and design teams and built by ScrollMotion, the app brings the pages of O to life with embedded video, interactive animations and the ability to make purchases with one tap or swipe of the screen. Features of the O, The Oprah Magazine App include:

+ Video and Animation:
o The issue opens with a full-screen video introduction from Oprah Winfrey; she then pulls back a curtain to reveal an animated December cover, with stars that twinkle and flash.
o The O interview with Tyler Perry includes a behind-the-scenes video of Oprah and the director/playwright/actor on his tricked-out bus.
o A video introduction from Oprah accompanies her monthly column, “What I Know for Sure.”
+ The “O List Holiday Gift Guide”:
o 70 picks from Oprah, Gayle King, Nate Berkus, Dr. Oz, Martha Beck, Suze Orman, Dr. Phil, creative director Adam Glassman and beauty director Val Monroe. Products are shown in a variety of ways: 360° views, animation, video, stop-motion and other interactivity.
o Shopping is made simple with tap-to-buy functionality: users touch the “Buy” button for a pop-up window that links to an online retailer.
o Entry for the “12-Day Holiday Give-O-Way” sweepstakes. The sweepstakes involves using a code each day for 12 days starting on November 29. Print readers can find codes throughout the magazine; the app takes users to the online sweepstakes entry form to enter. For official rules, go to www.oprah.com.
o A “Favorites” function to create personal gift lists from the “O List,” which can be shared via e-mail with friends and family.
o Recipes for edible gifts, including extras that do not appear in the December print edition. There is also a bonus slideshow demonstrating how to make decorative boxes for edible gifts, available only on the iPad edition.
+ Interactive ‘Reading Room’ extras:
o Exclusive: users can read the first chapter of each of O’s Top 10 Books of the Year, then tap to buy through amazon.com or barnesandnoble.com.
o Excerpts from five “coffee table” books perfect for gift-giving. Image excerpts have pinch-and-zoom functionality.
o Users can tap a button to save any book to “Favorites” or share the information with family and friends.
+ Navigation:
o Coverlines that, with one tap, take users straight to the story they want to read.
o Table of Contents and page viewer, offering multiple ways to move around the issue.
o Buttons that are clear and understandable, like “Share” and “Favorite.”
o Horizontal navigation bar at the bottom of the page.

The app edition also includes “Books That Made a Difference” to James Franco and stories from the magazine relating to the issue’s theme of “Miracles,” including an excerpt of Marianne Williamson’s new book and an inspirational feature from O columnist Martha Beck.

Advertising is also integrated into the app: both Disney and Lexus employ live links, and Disney also features a video for the brand’s “Let the Memories Begin” campaign. A mini browser is housed within the app, making it easy to return to the magazine after linking to a featured product. The Lexus link directs readers to its mobile website, which houses videos featuring the advanced technologies used to create its vehicles. Medialets is supporting the advertisements.
O, The Oprah Magazine app is available for $3.99 from the App store on iPad.
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