ALL DIGITAL: Last year, Adobe handpicked three magazines to test out its new software: Wired, The New Yorker and Martha Stewart Living, which publishes its all-digital edition today. Jeremy Clark, director of customer engagements at Adobe, said Wired was selected because it’s a monthly with technically complex content, The New Yorker for its text-heavy layout and Martha Stewart Living was picked to push Adobe’s software into a mass-market, lifestyle publication. “They [editors at Martha Stewart] really helped us push the envelope,” said Clark. “It was a stress test for our tools.” A few weeks ago, Adobe released the software that it used on all three magazines, and Joe Simon, Condé Nast’s chief technology officer, promptly said the company would use the software across all of its titles to make them tablet-ready.

The special edition of Martha Stewart Living contains only new, original content and costs about as much to put together as one of the title’s fourth quarter, holiday issues, said editorial and creative director Gael Towey. “We hope to introduce a new reader to the magazine,” said Towey, adding that about 18 percent of its readership is now on the iPad. Every single page of the application is interactive, with scroll-through recipes, panoramic views, video and interactive ads from brands such as FedEx and Tiffany & Co.

This story first appeared in the November 11, 2010 issue of WWD.  Subscribe Today.

The file size for the stand-alone Martha Stewart Living edition is just under 600 MB. Users’ criticism of the first two digital editions was that they were too large (Wired, for example, was around 500 MB). “It’s the file size for a normal, 40-minute TV show,” said Clark. “It’s larger than a normal application for the desktop, but we’re also just starting out.” Adobe is now moving on to National Geographic. Clark declined to provide more details at press time.

— Amy Wicks

VANITY FRANCE?: Could France be the next country to get its own version of Vanity Fair? Sources said Condé Nast France is mulling a launch of the title, and has been putting out feelers. A spokeswoman for Condé Nast International in London declined to offer any specifics. “We’re looking at three or four different options — but we’re always looking at our options. We are still far from giving any projects the green light, and I’d be surprised if anything is decided before the new year,” she said. Extending the Vanity Fair franchise to France would not be a surprising move. Condé Nast launched Vanity Fair Italy in 2003. The magazine was the first weekly iteration of the title, and has consistently been one of Condé Nast International’s most lucrative books. In 2007, it launched Vanity Fair Germany, but closed the title two years later, not long after the financial crisis struck. In 2008, it launched Vanity Fair Spain, a monthly title.

— Samantha Conti and Miles Socha

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