Women’s Health Enters iPad Fray

Speaking of the iPad, Rodale‘s Women’s Health released a digital edition of its May issue designed exclusively for the Apple tablet, and it is available via iTunes for $4.99.

Content from the magazine’s May issue will be combined with exclusive behind-the-scenes video, real-time polls, sharing via Facebook and Twitter, and photo galleries.

Sister publication Men’s Health got into the iPad act a littler earlier, with the first 12 pages of its April issue bundled with the tablet, and the full April issue bearing the same $4.99 price tag.

Rodale president of integrated marketing sales and chief marketing officer Gregg Michaelson said:

Rodale is creating a digital marketplace on the iPad platform that reflects the depth of the company’s assets across both magazines and books. The introduction of the iPad has created an important new integration opportunity for advertisers and publishers, and our unique development model is designed to enrich the experience for our partners in this space.

And brand editor Matt Bean added:

“Engagement” is the real buzzword here — the best iPad magazines act like true Web and print hybrids, becoming hubs for content, instead of just starting points — whether that content is an advertisement or an article. It’s exciting to watch how readers are immersing themselves in this new platform.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.