Parade Launches App To Enhance Content Offerings
Platform designed to enhance advertising support.
After months of planning, PARADE Magazine is rolling out a mobile app to cultivate advertisers and enhance the content offerings to its existing reader base.
â€śWeâ€™ve been wanting to launch a mobile platform around our celebrity coverage for years,â€ť says Allison Werder, the magazineâ€™s executive vice president and chief marketing officer. â€śThereâ€™s a lot of interest with the female mobile audience and with advertisers interested in this group. Itâ€™s a great pairing for what we wanted to do with our franchise and what weâ€™re hearing the market place is looking for in terms of the mobile space.â€ť
PARADE is not betting this will increase print subscriptions but categorizes the opportunity as more of an â€śadvertising playâ€ť for the company. The print publication, in addition to PARADE digital assets, will be used to promote the app to increase downloads.
â€śPeople see PARADE every Sunday and this is a way to round out the coverage,â€ť says Werder. The free app is available for download on the iPhone, iPad and Android smartphones. â€śFor 70 years PARADE has been a question and answer, back and forth dialogue with readersâ€”thatâ€™s the whole way the franchise was built. This takes the best parts of that and creates a quiz like function, allowing readers to test their knowledge and get immediate feedback on how much celebrity information they know, which they can share on Twitter and Facebook.â€ť
In addition to pop culture quizzes, the app will offer daily news updates, photo galleries, interviews and the â€śPersonality Paradeâ€ť weekly column. The content will be a consolidated version of the magazineâ€™s celebrity print and Web content and the in-app questions will differ from those that appear in the printed product.