Hearst is experimenting with adapting print content for mobile platforms through various initiatives: 1) They are releasing digital magazines and apps on multiple platforms like the iPad, Kindle, and Nook to learn what works and get feedback from users. 2) A dedicated "App Lab" team collaborates across departments to develop new mobile experiences like rich media ad units, SMS campaigns, and apps that integrate print content. 3) Their goals are to learn through experimentation, get objective user feedback, and build a business for the future of publishing in a mobile world.

1. Adapting Print in a Mobile World Kimberly Lau Christopher Wilkes

4. Mobile sites with rich media ad units

5. Print and mobile collaborations

6. Dedicated “App Lab” Team Collaboration with existing magazine and digital teams

7. Three Main Goals Learn by doing Acquire objective feedback (Q 2 ) Build a business for the future

8. Multiple Tracks of Experimentation 24 Digital Magazines and Apps Released to Date; 35+ by EOY

9. Anatomy of a Digital Magazine

10. All Magazines, All Digital, All Devices

11. Edited, Designed & Technically Built at Hearst “… new best magazine on the iPad.” -Gizmodo “ The attention to detail shows … [PM] took stock of what it’s audience wants.” -Mashable “ This is the future in the palm of your hands.” -tremoon “ This is how a digital magazine should be. This is the stuff I bought my iPad for.” -phototouch “… other iPad magazines can learn from this publication.” -skyking95

13. Other Digital Magazines Planned for 2010 Release + Kindle & Nook Editions

15. Fall Fashion A-to-Z Special Content App. Users navigate special fashion content through a giant, endless, scrollable wallpaper and a unique “A-to-Z” side navigator. Zoom in to activate embedded videos, slideshows, 360° product tours, mini-games and tight integration to Facebook and Twitter. Fall Fashion A-Z Guide

16. Favorite Paint Colors Special Content App. Based on the 500+ Colors bookazine in stores now. This massive encyclopedia of paint colors guides users to the best shades for their projects. Colors are connected by categories, families & style types and includes suggested trim colors. A color personality quiz provides a unique, alternative way to browse color options.