Skiing Interactive New Part of Multiplatform Initiative

Skiing Interactive is the first step in an all-new 360-degree multiplatform initiative, from print to iPad to smartphone (check out the demo video here). Bonnier.com talks about the new product to Tom James, editorial director for Bonnier's Enthusiast Group.

What is the thinking behind Skiing Interactive?

We wanted to create a highly engaging, curated, periodically delivered product accessible by everyone (not just tablet owners). From a business model standpoint, we thought if we could make a product that's much better than a printed magazine, we could get the subscribers and advertisers needed on the revenue side but not have the printing, postage and paper cost structure necessary in print. And since it is a new product genre, if Skiing Interactive is well-received, the technology will allow us to go into markets we previously avoided because they were already saturated with print and websites... and still carve out a profitable niche.

How will it be used by Skiing magazine?

Skiing Interactive will be one element of a complete media mix, having print products, ever-live websites, a tablet Mag+ product, apps, e-newsletters television, movies and now this, a desktop digital magazine.

Who is Skiing Interactive designed for?

It's designed for all skiers. Interestingly, since its depth is based on layers and not pages, you can have your more niche-y content deeper and your more general-interest content on the surface. For example, an edition (issue) of Skiing Interactive might only have 18 editorial screens (pages) with progressively more exclusive and advanced content exposed as you drill down. That's different than a print product where all users have to interact with all content as they page through.

How is this different from the Mag+ platform?

Mag+ is a silent, reclined, passive experience that translates a printed product's methods of story telling - primarily words and photos - to a digital touchscreen audience. Skiing Interactive is a completely personalized, highly engaged, lean-forward, multi-sensory product that tells its stories with interactive infographics, progressive rollovers, personalized geo-targeted map information, content-appropriate music and videos, quizzes... sing alongs - you name it and Skiing Interactive is able to try it. I know what you are saying..."sing alongs?" Well, imagine if marketers wanted to do a karaoke ad with their popular jingle. I'm sure they'd love to have everyone singing their message. The point is, Skiing Interactive is unbound.  We want to tell stories in new ways that fully utilize the digital capabilities of a device. Skiing Interactive is designed for desktops and laptops so it can have broad penetration into a market. It essentially takes the best type of content available on a computer and packages it into a periodically delivered product.

When will it be launched for consumers?

The first edition will come out in late October and will run every two weeks through the ski season. Marketers are reacting very positively to the notion of short lead times, which gives them web-like immediacy to their messaging with unlimited advertising capabilities.