Redbook is latest Hearst iPhone app

NEW YORK: Hearst has launched an iPhone app for its Redbook magazine, the latest in a series of digital developments for the publisher.

NEW YORK: Hearst has launched an iPhone app for its Redbook magazine, the latest in a series of digital developments for the publisher.

The “One Stop Shop” app has been designed to offer users shopping and lifestyle advice on the go. Features for the app, which has been developed in conjunction with digital shopping service NearbyNow, include weekly fashion picks and the option to locate and reserve products.

The app is free to download but is supported by launch advertiser Aveda, which also has a sponsored content channel.

Redbook VP and publisher Mary Morgan said the app, aimed at women aged 30 to 44 who juggle career and home life, was a natural extension of the magazine brand and will help expand its audience. She added: “One of the truisms about our audience is that they are pretty busy and mobile is the right tool to reach them.”

Morgan expects the app to achieve 1 million downloads by the end of the year. Hearst also has a Redbook iPad app under development, which Morgan confirmed would be available next year.

Trade and consumer PR for the Redbook app is being led by Larkin/Volpatt Communications, which is also overseeing the PR for several of Hearst's iPad and iPhone app launches.

Michael Volpatt, partner at the agency, said the trade campaign focuses on showing advertisers that Redbook was being innovative digitally. He added: “We have followed influential tweeters in various categories and are reaching out to the publishing and technology trades.” On the consumer PR front, the agency is targeting lifestyle and beauty writers and iPhone and mommy bloggers.

Redbook's app is part of a series of digital developments for Hearst. In July, the publisher released its first iPad application for Popular Mechanic magazine and said several more titles would follow suit, including Esquire.

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