Condé Nast’s Plans for iPad Ads Become Clearer
On the eve of GQ magazine’s debut on the iPad, how its publisher plans to sell advertising on the device is coming into focus. Condé Nast, whose app for GQ is available in the App Store for $2.99, has signed five advertisers for the first issue of GQ under an arrangement that will be used across all titles, which include Vanity Fair, Wired and the New Yorker.
Advertisers’ exposure in the iPad editions of Condé Nast titles will reflect the level of their investment in the print edition.
All advertisers in the print edition will appear similarly in the iPad’s “landscape” format, which is a replica of the print edition. A select group of advertisers who buy the most pages in that issue of the magazine will get “premium” placement in the iPad edition, meaning their ads will have added features like video and links to the Web. Those ads will appear in the apps’ “portrait” mode, the version of the magazine that includes extra functions like video and slideshows.