Weekly digital issues of the glossy mag will be sold for £1.99 through Apple’s Newsstand, with items on its pages available to buy from within the app, including fashion, theatre and gig tickets, books and gadgets.
The shopping feature is being branded as ‘SnapShop’, with readers able to quickly browse buyable items from each issue in one place. Boots and ShopStyle are on board at launch as e-commerce partners for Grazia.
“Our readers expect so much more than a PDF of Grazia on the iPad and I’m thrilled to be able to offer them something fresh, useful and genuinely different to anything else out there,” says editor-in-chief Jane Bruton.
Grazia’s in-house team has used HTML5 publishing platform Pugpig to create the app, which Bauer says will put it in a good position to launch on other devices and platforms in the future.
Rivals and retailers alike will be watching closely. One of the key principles of the women’s magazines market is the idea that readers trust these publications, and regularly buy the products that they recommend. Taking this to an app makes that much more trackable for both sides.