iPad News: Hearst to Open `App Lab`

Posted Aug 22, 2010 at 6:17PM EST by QJ Staff

Listed in: iPad App Reviews Tags: apple, news

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Venerable publishing house Hearst has been ahead of other companies when it comes to making digital media work. The brand has already launched digital versions of 14 magazines, with almost two-dozen apps for iPad, iPhone and other devices. Now Hearst has an ambitious plan to develop new methods of reaching today’s readers, with the opening of its “App Lab” next month. The world’s first “app think tank” will be located in New York’s Hearst Tower and be a meeting place for marketers, advertising reps, editors and technical types where they can exchange ideas. The “App Lab” is also to be used for panel discussions and focus groups. Hearst is no doubt encouraged by the success of its iPad app for Popular Mechanics at $1.99, and will soon be adding apps for Esquire, Marie Claire, Seventeen, Cosmopolitan and Harper’s Bazaar.

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