For starters, the publication is back with its Swimsuit app for iPhone, which was downloaded more than 1 million times last year. However, this year also sees an app for Android, as well as availability on iPad through SI's app (which uses a per issue pricing model) and Flipboard.
The strategy also extends to the web through SI.com, the social media presence that SI has built out specifically for swimsuit and a variety of live events that will be broadcast live through Livestream.
Content Strategy
Not surprisingly, the selling point of most of these initiatives is content -– specifically, bonus photo and video content that's not available in the print edition of the magazine. Chris Hercik, c reative director for SI, told me in an interview last week that about 175 videos were shot during the production of the issue, and that those are being divided up across the various platforms.
"[We're] pushing the limits of video on a single issue," said Herick. "Print is very one dimensional, video brings it all to life. Now that we have tablets that merge these concepts this issue is going to be so experiential." The videos themselves can be either downloaded or live streamed.
Much of that additional content -– which also includes some 600 photos on iPhone -– is designed to get people to pay for the apps. While there's a free version of the iPhone app, it comes with just one photo for each of the models featured in the swimsuit issue and only four videos total. For $1.99, users get the 600 photos and around 80 videos. Last year, the company says, about 10% of users chose the upgrade.
Elsewhere, this year's issue also sees SI bringing 3D content to television for...
