NEW YORK, June 23, 2011 – MPA President & CEO Nina Link today announced the creation of the Magazine Media Lab in its New York headquarters. The announcement was made today before a sold-out audience at the “MPA Digital: Technology” conference in the Time-Life Building.
The Magazine Media Lab showcases the latest tablets, e-readers and other digital mobile devices, and provides users the opportunity to experience content across a variety of devices. Visitors can compare and contrast screen sizes and navigation, and analyze different user interface experiences all in one place. The Lab serves as a resource for member publishers and associate members, as well as for brands and agencies that partner with MPA members.
All devices are loaded with content from MPA-member companies, high-profile journalism brands including WSJ, NPR and ABC News as well as utility apps like Flipboard and Pulse. The devices currently available in the Lab include Apple’s iPad (1 and 2), the Barnes & Noble NOOK Color, the Samsung Galaxy Tab (7.0” and 10.1”), the BlackBerry Playbook, the Motorola Slate and the Amazon Kindle.
“In talking to MPA-member companies, we realized the vast majority are unable to provide their editorial design and business teams a fully immersive environment where they could analyze the latest devices, applications and emerging newsstands,” said Nina Link, President and CEO, MPA. “We created the digital lab so our members could further their understanding of new digital devices and their impact on magazine content.”
“We think it’s important to be able to make this available to not just our member publishers but also for the clients and advertising agencies that recognize the value of our readers and the power of magazine media to communicate their brand benefits and inspire our customers to take action,” said Christopher Kevorkian, Executive Vice President of Digital, MPA. “Additionally, we see an opportunity to reinforce the fact that magazine publishers are not so much competing with one another for consumer attention and advertising dollars as they are competing with all other forms of content and entertainment available to their customers on mobile devices.”
MPA will be holding an open house early this summer to showcase the Magazine Media Lab to members, advertisers and their agencies.
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