Magazine article Folio: the Magazine for Magazine Management

Inside HuffPo's New Magazine App: Arianna Huffington, Tim O'Brien and Josh Klenert Describe How the App Features Content Designed to Be Consumed at a More Leisurely Pace Than the Main Site's Frenzied 360 Posts per Day

Magazine article Folio: the Magazine for Magazine Management

Inside HuffPo's New Magazine App: Arianna Huffington, Tim O'Brien and Josh Klenert Describe How the App Features Content Designed to Be Consumed at a More Leisurely Pace Than the Main Site's Frenzied 360 Posts per Day

Article excerpt

On the heels of its seventh anniversary and its first Pulitzer Prize, Huffington Post is breaking into the digital magazine business. In late April, Huffington Post debuted the weekly Huffington, the Huffington Post Magazine for the ipad. Along with Huffington herself, HuffPo executive editor Tim O'Brien is leading the effort. Here, they gave FOLIO: an exclusive pre-release sneak peek.

The new product is designed to showcase top stories in a format that's days long rather than hours. "If we publish a story on a Wednesday, it may hold a top space on the site for a couple of hours; if we're not splashing it and keeping it at the top of the page, it's going to cycle right off the front, and it's going to be harder for readers to find," says O'Brien. "This is a place where we can silo our best work and give it longer legs."

Huffington Post typically publishes 360 pieces daily, with 60 to 70 stories including original reporting. A weekly cycle for Huffington was decided because of the amount of work produced each week, and "it is a cycle that gives us more traction with readers," says O'Brien. The publication already has apps for Apple and Android platforms, in addition to specialty apps like the recently announced GPS for the Soul.

Huffington editorial staff is culled from HuffPo's existing newsroom, but additional designers and a dedicated photo editor were brought on to help with the magazine's launch.

The magazine, which will be published as a free app for the ipad, is divided into three segments. O'Brien says the front of the book "will bring readers up to speed on the news of the week for the cocktail party on Saturday night." The section will showcase infographics, Q&As and primers on the week's events. The middle of the book acts as a feature well, home to two to three features running from 4,000 to 8,000 words each. …

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