Virgin announces magazine for iPad

Virgin’s Richard Branson has announced that Virgin will unveil its custom-built iPad magazine in New York next week. The publication, referred to as “Project” is being billed as a paperless “revolutionary multimedia” publication designed specifically for the iPad.

The battle to exploit the popularity of tablet computers in the wake of the huge success of Apple’s iPad is hotting up, with Virgin’s news following in the wake of News Corporation boss Rupert Murdoch’s announcement of a daily newspaper geared specifically for the iPad called “The Daily”.

Virgin’s project will be more entertainment and less current affairs focused than the Daily. It is being spearheaded by Branson’s 29-year-old daughter Holly and editorially led by Anthony Noguera, former editor of Arena, Zoo and FHM. Its content will lean heavily on entertainment, design, business, travel and international culture.

The enormous success of the iPad, with sales expected to hit almost 13 million this year and 20 million in 2011, is being heralded as the possible solution to the riddle of how to make money on the back of digital information. The belief is that consumers are more amenable to paying for news through iPad apps than they are to accepting website paywalls like The Times and Sunday Times.

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