Branson's Project iPad magazine on the App Store Now

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Richard Branson and Virgin’s first roll of the iPad-publishing dice has touched down on the App Store. Issue 1 of the iPad only magazine Project is now available to download.

Housed within a reader app, Project can then be bought on an issue-by-issue basis, with the first edition featuring Tron’s own dude, Jeff Bridges on the cover.

Seemingly taking it’s cues from the Wired magazine iPad app, it seems to have an editorial slant similar to GQ, with key areas including culture, technology and business.

“Project, alongside other launches, is both a bold new chapter in media, and a blind pitch into a potentially humiliating void,” said Project’s Chris Bell. “Whether it changes the fortunes of the written word remains to be seen; built into any new launch these days is the largely optimistic hope that people still exist who like reading stuff, and don’t mouth the words as they’re doing so.”

Bell also had some cheeky words for News Corp’s Rupert Murdoch, whose company are planning to soon launch their own iPad magazine, The Daily:

“As Project went on sale, reports emerged that Rupert Murdoch will soon launch an iPad-only newspaper called The Daily, after it came to him in a dream or something.

“Which, like all Murdoch products, shall doubtless enrich humankind with its impartial political analysis and rolling coverage of shit exploding. Also: hi-def nudity, fingers crossed. But the point stands: the irascible Aussie despot doesn’t throw his corked hat into the cyber ring until he’s sure of a market. Apart from the Times paywall, maybe. And MySpace. But, well, you know.”

Click here to grab the free Project app reader, with each indiviual issue costing £1.79.

Scroll down for some preview pics of the magazine.

Gerald Lynch