Square Mile magazine has “transformed" its editorial operation following the recent launch of its iPad version, a free publication aimed at London bankers and highly-paid professionals.
The iPad app, which launched two months ago, is free to access. Head of online Mike Gluckman told Journalism.co.uk the company has "truly transformed the way we operate as an editorial function now that our iPad version has arrived".
"We approach potential content and articles with the iPad in mind making sure we've got the images and video aspect covered to bring it to life effectively across our wider portfolio."
"Interviews are now filmed, photoshoots are filmed, to show behind the scenes 'making of' films. A car review in the print magazine with one or two pictures has an entire gallery in the iPad".
He added that "the user experience is designed to engage the reader via interactive content".
"Unlike a passive magazine reader, Square Mile's iPad magazine invites its audience to participate with their fingers. As the pages are turned, animated feature articles jump out of the screen and buttons and movable page furniture reveal extra hidden content, images and video."
According to Gluckman, Square Up Media is an entirely ad-supported business, adding that its advertisers "are also getting in on the act making the entire environment more interactive and fun".
Digital versions of the company's stand-alone guides to the city are also being developed.
Gluckman is enthusiastic about the future of the magazine and the app. "Several articles have gone viral around the city already as city bankers share our content digitally. This was never before possible with magazine content."
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