Two years ago, at the infant stages of mobile technology, Texterity put a stake in the ground by developing the first digital edition program specifically designed for the iPhone and iPod touch. Now, Texterity is yet again leading the pack with a new iPhone application aimed at providing a better, broader experience for publishers, advertisers, and readers. Texterity will build, implement, and maintain this platform for publishers so it can become an easy, strategic part of any comprehensive digital initiative.

Designed specifically for mobile display, with functions that quickly slide components out of the way to maximize screen space, this application will integrate with the Web and other applications. This mobile platform not only serves immediate users, but is poised to meet the demands of large-format tablet displays that are on the horizon. While it will allow readers to pull more information into their mobile device than ever before, publishers can also better brand their content, more frequently engage readers, and build social communities.

Although it is still in development, when released, this new application will facilitate access to magazine content, mobile-only content and Web content, providing a fresh, flexible forum for timely updates.  Because this branded application displays a product icon on the iPhone home screen, a “new content” alert (represented by a red badge counter) will keep readers coming back. This application will facilitate dialogue, purchasing, and new ways of saving and organizing content.

When menus are displayed, a reader will see a branded navigation bar and be able to quickly peruse a list of articles on the pages and throughout the issue. Selecting an article enables a reader to go deeper for a text-based, easily readable view of the article. Images will be laid out in line with text for easy reference; videos can be enjoyed from within the article; and comments can be shared with other readers. Like other iPhone applications, the reader will be able to view content in both portrait/vertical mode as a single page, and turning it will launch landscape/horizontal mode for a two-page spread.

“It gives you the feeling that you’re leafing through a magazine and can dive into an article and read it in a comfortable way,” says Adrienne Azaria, Texterity’s VP of Engineering and Operations and head of the Mobile Team. The ability to move between a mobile device and the Web is smooth, enabling content bookmarked on the mobile device to be accessed later online. Once registered, a reader will be able to bookmark content as a “Favorite.” Coverleaf’s “My Stuff” depository will include a place for bookmarked content created in the iPhone application. In essence, this application will make the mobile device a point-of-purchase selling tool.

As revenue generation is a top priority for many publishers, Texterity’s mobile initiative offers a variety of ways to meet this goal, including selling a product in the mobile environment, possibly with a small ad at the bottom of the page. Publishers could use this space to promote their own subscription or merchandise offers; advertisers could be enticed to sponsor content.

Pricing for the creation of Texterity’s custom-made mobile platforms will vary according to business models for consumer, trade, and association publications. As with all full-service Texterity programs, extensive technical support and tracking will be included.

“Publishers, as well as users, are recognizing that mobile is a way of the future and where the market is going,” says Azaria. “We’ve all gotten used to reading on mobile devices; people are constantly looking to be connected, particularly with Apple, Amazon and Sony all placing bets in this space. Publishers see that this is the route they have to go.”

Texterity’s client, Northstar Travel Media, publisher of multiple titles including Travel Weekly and Meetings & Conventions, agrees: "Travel Weekly was excited when Texterity launched its first mobile application for the iPhone back in 2007,” says Robert Brai, production director for Northstar Travel Media. “The portability of our content was important then and significantly more today as we compete with a growing list of portable electronic readers. Travel Weekly, the national newspaper for the travel industry, provides critical news that travel professionals use to make effective business decisions. Texterity's iPhone application ensures this news is delivered to them expediently, effectively and globally.”

For more information, please inquire at www.texterity.com/info-request/ or call 508-804-3000.