Branson to rival News Corp's Murdoch with iPad-only magazine

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richard-branson.jpgRichard Branson’s Virgin are expected to unveil an iPad-only magazine in the next few days, according to the Financial Times. The digital magazine, rumoured to be called Project, will be in direct competition with The Daily, the newly announced iPad newspaper from Rupert Murdoch’s News Corporation.

Set to be reaveled officially on November 30th, the Project will focus on culture, business and travel, whereas News Corp’s The Daily will focus on news and world affairs.

Tablets have long been hailed as the saviour of publishing, offering unique incentives through the use of videos, graphics and interactivity to lure users into paying for digital news. Please use the link to reference this article.

Edward Hill-Wood, analyst at Morgan Stanley, said tablets could be “transformational” for the publishing industry.

“Tablets are different because the consumer feels there is a benefit, they feel that the product is good and gives them the sense of ownership which they don’t have online,” he said.

“There is no question people want to read newspapers on iPads, the question is how much people will pay for them. They will pay more than perhaps people thought they would, but it’s still very niche.”

Gerald Lynch