Newest Member of the Mag+ Family: Mama+

The first Swedish magazine for e-readers will be launched Sept. 28 - mama+ from Bonnier Tidskrifter. The magazine is the fourth to come out on Bonnier's Mag+ platform for the iPad. Popular Science+ was released simultaneously with the U.S. launch of the iPad in April 2010 to much acclaim, followed by the Danish Illustreret Videnskab+ and Popular Photography+ in August.

Although the iPad has not yet been launched in Sweden, the new mama+ is being released at Bonnier Tidskrifter's Magazine Moment advertiser conference. "We have a launch-ready product and we want to enter the market as quickly as possible so we can start learning how our readers interact with the digital format," says Peder Bonnier, director of digital magazines at Bonnier Tidskrifter. "Even if the iPad hasn't been launched in Sweden, we think that there are enough iPads here already in order to see how people react to the product. At the same time, we want to offer our advertisers the possibility to start experimenting with the format as well."

 And there has been huge interest from advertisers, with a wide range of big-name Swedish advertisers already signed up, including Electrolux, Telia and Åhléns. "They have been very curious and are eagerly awaiting the first release of magazines for e-readers," says Louise Fallenius, director of sales for Mag+ in Sweden.  "It helps that we've been active globally and getting a lot of attention with the magazine already released in the U.S. and Denmark."  

What makes mama+ attractive for readers is the same thing that makes it attractive for advertisers, Fallenius says. Like other titles on the Mag+ platform, mama+ preserves all the qualities that make magazines a powerful medium - inspired packaging of carefully curated content by a team of expert editors delivered in a visually compelling issue with a beginning, middle and end - and at the same time reinventing it in a way that makes it come to life on the iPad's screen.

 "Advertisers appreciate the chance that mama+ gives for ads that are not only interesting and fun but also interactive," Fallenius says. "We know already that high-quality ads are appreciated by readers and from experience we expect them to succeed as well on mama+ and on the new platform."

The new mama+ will be available at Apple's App Store starting September 28, initially as single issues. Additional titles from Bonnier Tidskrifter will be coming out before the end of 2010.

"It feels great to start out with mama, it's the perfect magazine for the platform," says Fallenius.

Read more about mama+ here.