The Hollywood Reporter has revamped its iPad application with new editorial and advertising features that encourage users to read the weekly digital version on their devices.

The Hollywood Reporter iPad app initially launched in 2010. The magazine was active in mobile this year and claims that greater than 25 percent of traffic comes through mobile devices.

“The Hollywood Reporter launched its first iPad app in late 2010 as element of our overall brand re-launch,” said John Marchesini, director of product development for The Hollywood Reporter, L. a..

“This app was delivered on the dawn of the iPad, before Apple had launched its Newsstand product. Moreover, Apple’s in-app subscription policies for publications were still evolving on the time. Times have changed, and it was time for The Hollywood Reporter to catch-up,” he said.

“Because people desire the print magazine so immediately each week regardless of where they’re on the earth, we understood the necessity to deliver a subscription-based tablet edition that captured the classy and quality of the print product. With its retina display, the iPad is definitely the right platform to the multimedia elements of the magazine.”

Mobile entertainment
The new iPad app now includes all the content from the print magazine along with app-specific features.

The digital editions are updated every Thursday, that is the identical day that the print version comes out each week.

Examples of app-only features include exclusive videos, photos and one-click responses that readers can use to contact reporters.

When users open the app, they’re prompted to either use their account information from their print subscription or join a digital subscription.

There could also be an academic page that shows users the right way to swipe in the course of the issue.

The app is locked right into a vertical position. Articles can then be read by swiping up and down or across to flip pages.

A one-month subscription is $12.99 and a one-year subscription is $99.99.

The app is offered at no cost through Jan. 9 – the magazine’s Golden Globes preview issue.

For advertisers, the goal of the iPad app is to make static ads more interactive. Print advertisers who run one-third page ads or larger can have their ads automatically appear within the iPad app.

For example, a current ad within the Dec. 28 edition of the iPad magazine for Universal Pictures’ upcoming film “Les Miserables” encourages users to tap at the page to purchase pre-sale tickets.

The Universal Pictures ad

Tablets mainly had been a mobile platform that publishers were desperate to develop for with a bigger screen size.

However, many tablet apps look just like the print version and don’t give users an incentive to have interaction with content.

By spilling advertising content from the print to the iPad version, advertisers within the Hollywood Reporter are encouraged to feature digital elements to their campaigns.

Mobile past
The Hollywood Reporter have been increase its mobile presence during the last year.

In May, the magazine rolled out an app to maintain entertainment fans modern on news from the Cannes Film Festival (see story).

Then in September, the magazine rolled out the Festivals mobile app on iPhone and iPad devices. During the app, consumers could browse coverage that centers across the Toronto International Film Festival, the Berlin Film Festival, the Sundance Film Festival and the Cannes Film Festival (see story).

“We’ll continue to update and upgrade all our mobile of offerings, and are committed to developing multi-platform offerings for all of our new and existing mobile apps,” Mr. Marchesini said.

“We’ll be expanding the platforms for our existing apps onto other platforms,” he said.

“We’re exploring how you can bring a second screen-experience to the important thing entertainment events we cover all year long. Currently, The Hollywood Reporter at the iPad only provides access to the weekly magazine. We also wish to provide our readers the chance to read The Hollywood Reporter’s Daily Edition, Special Issues and Festival Dailies and are working to reach this in 2013.”