Morrisons launches magazine iPad app
Morrisons has launched its in-store magazine as an iPad app.
Available to download for free from the Apple's App store and Newsstand, the launch of the app coincides with the magazine’s redesign and the inclusion of new content such as lifestyle and travel articles.
The content will also include a range of seasonal recipes, including three step-by-step videos from M-Kitchen chefs, and tips from kid's cooking expert, Fiona Faulkner.
Richard Lancaster, corporate marketing and operations director at Morrisons, said: "The magazine has been a tremendous success for Morrisons over the years and our new magazine looks stunning.
"The new iPad version allows us to reach new customers. We think the iPad magazine clearly demonstrates our passion for British Food combined with a clear understanding of what our customers want."
Recipes are presented in the form of interactive cards showcasing products and method so readers can cook along in real time. Other features of the recipe cards include the facility to create a shopping list and wine matches where relevant.
Morrisons said exclusive iPad content will be included each issue with the launch edition featuring an interview with Italian chef Aldo Zilli.
The magazine will also have a new Twitter account - @MorrisonsMag - that will enable readers to interact with the magazine team.
Dawn Alford, editorial director for the magazine and iPad said: "We spent a long time talking to customers about what they want from an iPad magazine.
"We're delighted with the results. The iPad display really brings to life our stunning photography and recipes and brilliantly highlights the fresh and seasonal ingredients.
"Advertisers have been incredibly keen to get on board and are excited by the new format. Many have included video and social media links into their ads, making them truly engaging multi-channel adverts."
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