Hearst Magazines is planning what it’s calling the ‘Hearst Fashion Hack’ during New York Fashion week. The event is a competition that courts the city’s mobile development community by inviting them to build mobile apps in a 24-hour hackathon.

The idea for the competition emerged from Hearst’s development team and tech product managers who are continually challenged to come up with new ideas for mobile products and innovative technology solutions for the magazine brands.

"The primary reason was to open dialog with the technology community and open up what we have going on here and maybe get some ideas we can build on," says Hearst’s chief technology officer Phil Wiser.

More than 150 developers are expected to take part in the contest, which will use Hearst APIs that provide images and other content from magazine brands to use in developing mobile apps.

"Our hope is that someone will take that programming and make it more relevant to a mobile audience," says Wiser.

The best use of the Hearst APIs gets a $10,000 grand prize and potential mentorship and financing to take the idea further. Extra points are given to the developer who can figure out how to best connect readers and editors in realtime.