Apple’s iTunes store just got a little more crowded. American Express Publishing unveiled its iPad application for Food & Wine magazine and Hearst has debuted its iPad app for Esquire.

Featuring original content tailored specifically for the iPad (topics include wine and Italian-American cuisine), the Food & Wine app includes cooking demos and how-to videos, bonus recipes and slideshows. The app, which was developed by Woodwing, hit the iTunes store Thursday for free on an introductory basis. The plan, the publisher says, is to release approximately six apps per year at $3.99 each (20 percent less than the print cover price).

The Canadian Tourism Commission was the app’s exclusive advertiser.

Over at Hearst, the Esquire app was unveiled Friday, which it says is a “re-conceived and redesigned version” of the October issue. To its credit, the team at Hearst infused the app with a number of interactive functionalities.

 First, the app opens with a moving cover that features cover subject Javier Bardem with a welcome message. In addition, the app features 360-degree scrollable photography allowing readers to view fashion pictures in the Style section from all angles, video integration that plays related clips when a reader moves to the opening screen of certain stories, animated illustrations from the magazine and other exclusive content life an in-app novella.

The app costs $4.99 and is supplemented on the back end by a rich media advertising platform called Medialets, which enables the publisher to track and measure reader’s engagement with the app as well as the ads.

For a closer look at the Esquire app, see the video demo below: