Forbes has rolled out an iPad application that marries the print, Web and social components of the magazine.

The new iPad app is a part of an even bigger digital and print revamp from Forbes. In comparison to other publishers and media brands which have jumped at the tablet so one can take content digital, Forbes’ approach is more cautious.

“We were deliberate about our app strategy, with an extraordinarily organized approach – we first introduced apps for our investment guides and wealth lists,” said Lewis D’Vorkin, chief product officer at Forbes, The big apple.

“First we transformed the Forbes Site right into a dynamic publishing platform for the era of social media,” he said. “Then we rebuilt a mobile site using HTML5, betting at the tried-and-true browser, which still remains the consumer’s preferred technique to consume news.”

“Forbes magazine recharged itself, too. a brand new design and a people-centric cover strategy reinforced our message of entrepreneurial capitalism. We knew the correct app would emerge from these efforts to function a gateway to both our magazine and the extreme depth of our Website.”

Read on mobile
Forbes partnered with Maz to construct the app, that’s available for free of charge download from Apple’s App Store.

The app uses PDFs from Forbes’ print pages. Then the pages are overlaid with multimedia akin to links and video that add engagement to the pages.

For example, the Jan. 21 issue of Forbes is the 30 Under 30 issue that spotlights 30 standout innovators, entrepreneurs and disruptors under the age of 30.

David Karp, founder/CEO of Tumblr is featured at the cover. Via the app, consumers can tap to observe a 10-minute behind-the-scenes video from the interview.

Additionally, the feature spread at the inside the magazine links to Forbes.com’s full coverage of the 30 Under 30 issue.

Links to follow Forbes on Twitter, Facebook, Google + and LinkedIn also are promoted within the issue.

One of the more unique features of the app is a digital clipping tool that lets consumers use their fingers to create a custom-sized screenshot of a page that may then be shared via social media platforms including Facebook, Twitter and Pinterest. Pictures will also be shared through email or saved to the tablet’s built-in photo roll.

When users send a clipped image, a link to the app is included within the message, which helps Forbes spread the word concerning the app and increase downloads.

Subscription model
Subscriptions to the digital edition is $29.99 per year or $2.99 a month. Alternatively, consumers can purchase single problems with the magazine for $5.99.

Forbes print subscribers can upgrade their account for one more $10 a year to receive full access.

In addition to subscriptions, Forbes also plans to monetize content through cross-platform advertising opportunities, per Mr. D’Vorkin.

Previously, Forbes has rolled out other apps for specific areas of coverage.

For instance, in April the corporate rolled out the Forbes Lifetime Financial Planning iPad app that mixes editorial content with digital tools to assist consumers make financial decisions (see story).

“We’re seeing increasingly of our audience consuming content through mobile, so we’ve optimized the Forbes digital experience across all platforms to satisfy their needs,” Mr. D’Vorkin said.

“Mobile will only keep growing in importance,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York