Bran­son in­tro­duces IPad Mag­a­zine ‘Project’

The Pak Banker - - Company& -

NEW YORK: Bri­tish bil­lion­aire Richard Bran­son un­veiled a mag­a­zine de­signed for Ap­ple Inc.'s iPad, tak­ing on News Corp.'s Ru­pert Murdoch in the mar­ket for tablet-de­vice pub­li­ca­tions.

The monthly mag­a­zine, called "Project," will cover en­ter­tain­ment, de­sign, technology and en­trepreneurs, Bran­son said to­day at a press con­fer­ence in New York. Avail­able now, it costs $2.99 a month in Ap­ple's app store.

Bran­son, founder of Vir­gin Group Ltd., is the first to get a pub­li­ca­tion de­signed specif­i­cally for the iPad off the ground. Murdoch's News Corp. is cre­at­ing a sub­scrip­tion news prod­uct for the iPad called "The Daily" that will cover na­tional gen­eral in­ter­est news, ac­cord­ing to two peo­ple fa­mil­iar with the plans. The New York-based com­pany plans to in­tro­duce the $1-aweek prod­uct in the U.S. in the first quar­ter, the peo­ple said.

"This is not a bat­tle. It's not a war," Bran­son said. "It's about the fu­ture of pub­lish­ing."

The prod­uct "looks like a style mag­a­zine and acts like a web­site," ac­cord­ing to a state­ment from Vir­gin, and has been cre­ated with U.K. pub­lisher Seven Squared. The pub­li­ca­tion is headed by Bran­son's 29-yearold daugh­ter, Holly Bran­son, who is spe­cial projects man­ager at Vir­gin Group, and edi­tor-inchief An­thony Noguera, for­mer edi­tor of FHM in the U.K. and Emap East. "If you're the first mover in a new area and do it with great panache and style, it does give you an ad­van­tage," Bran­son said in an in­ter­view on Bloomberg Tele­vi­sion's "In­Busi­ness With Mar­garet Bren­nan." "The fu­ture will be on de­vices like the iPad." The first cover fea­tures ac­tor Jeff Bridges, who starred in "Crazy Heart" and "The Big Le­bowski." It first ap­pears like a tra­di­tional print mag­a­zine cover with a photo of Bridges and a col­umn list­ing the is­sue's ar­ti­cles. -Bloomberg

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