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In the Media

article imageWhat will Murdoch's iPad magazine The Daily look like?

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By David Silverberg
Jan 18, 2011 in Technology
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The Daily, an upcoming iPad-only magazine from Rupert Murdoch's News Corp, has delayed its launch but already the Web is buzzing with rumours of what this unique media property will look like and how it will function.
Scheduled to launch this Wednesday, The Daily has been delayed for several weeks, or even months, according to media reports. iPad owners will have to wait a bit longer to their hands on the iPad-specific publication created by Murdoch's News Corp.
But at the very least, hints of The Daily's looks and function are being revealed on the Web. Damon Kiesow of Poynter.org said he got a sneak peek of the source code of its recently-launched companion website, The Daily.com. The front page is dominated by photos, and Kiesow spotted two headlines that may or may not relate to actual articles: "Oprah’s Biggest Gamble” and “A Bridge Too Favre.”
He also said The Daily may include an embedded video player and "the availability of Facebook, Twitter, Digg, Reddit and Newsvine article sharing options."
AdAge found out other details: The Daily will include a multi-story front page, but "magazine-style layouts within, as well as graphics that take advantage of the iPad's capabilities in terms of rotating, pinching and swiping and video culled from News Corp. outlets."
Ads will also be super-sized. AdAge quotes Porter Gale, VP-marketing at Virgin America, saying: "This will allow us to use images that can be turned around in a 3-D motion and that's going to make it much more creative and memorable."
One hundred writers, editors and designers have been hired to work on the project. Subscriptions will cost 99¢ a week after a two-week trial through Apple's App Store.
Apple's iPad is the sole device to offer The Daily at launch, although AdAge reports Murdoch is planning to spread The Daily to other tablet devices, such as Android and BlackBerry devices.
Andy Chapman, head of digital trading at WPP's Mindshare, is optimistic about The Daily's chances: "This will be a good temperature check for the marketplace for what consumers' financial threshold is for good content. We're all waiting to see where the audience gravitates."
For more information on Web, technology and business trends affecting media, visit our sister site, Future of Media.
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