PUN INTENDED: Le Tigre is once again set to capitalize on the much-maligned Tiger Woods with a new billboard, just in time for his April 8 return to the Masters. For those who didn’t see it, the brand took out a billboard centered around Woods back in December. This time around, the company will post a billboard on New York’s West Side Highway and 57th Street that reads, “Golf’s Original Tiger. For Those Who Play A Round.” But Le Tigre isn’t only capitalizing on Woods’ travails to sell apparel: The firm will donate 100 percent of the net profits from online sales of all polo shirts sold to help young people “get on course.” — A.W.

This story first appeared in the April 2, 2010 issue of WWD. Subscribe Today.

IAPP, YOUAPP, WEALLAPP: Apple’s iPad launches Saturday and magazines are preparing to shout out loud that they’re on the device. Time magazine’s iPad app will be ready at or near launch, followed by Sports Illustrated and People this summer. Entertainment Weekly is also aiming to have its “Must List” app ready for Saturday or sometime soon after. The “Must List” app will provide recommendations for books, movies and the like.

Condé Nast is expected to have GQ’s optimized April issue app at launch this weekend, while those for Vanity Fair, Wired, Glamour and The New Yorker are in the works, pending approval from Apple.

Over at Hachette Filipacchi Media U.S., Philippe Guelton, executive vice president and chief operating officer, said Elle will have an astrology iPad app within two weeks. Beginning Saturday, Hachette Book Group will offer a dozen titles, with prices starting at $6.99 to $25.99. A spokeswoman at Hearst Magazines said a handful of “showcase” titles will be sold on the iPad and for Adobe and other platforms. Titles expected to be sold include Esquire and Popular Mechanics. The company is working with Apple, the magazine industry consortium Next Issue Media and Skiff (the e-reading service in development by Hearst).


Interview will have its April issue (with Carey Mulligan on the cover) on the iPad, starting Saturday, and at least two apparel companies have fashioned exclusive content — Norma Kamali and Ports 1961 have taken out digital ads. Included will be the campaign that will run in the print magazine, plus a scrollable look book whose content can be shared with friends and mood videos that will take advantage of the iPad’s big screen.

Meanwhile, not everyone has forgotten about the iPhone. Food & Wine magazine is cooking up four new iPhone apps, with the first one set to launch Tuesday, just in time for the magazine’s Best New Chefs event at the Four Seasons restaurant that evening. The Best New Chefs app, available on the iPhone and Android, will list the chefs who have been honored during the past 22 years, along with the location information for their restaurants. Publisher Chris Grdovic said a sponsorship allows the app to be free. Next up will be a wine app, a “best eats and drinks app” and one for the annual Food & Wine Classic in Aspen, Colo. As for the iPad, Grdovic said the magazine will probably offer something on the new Apple device before yearend. “We aren’t sure yet how to charge for the content, but we don’t want to make it free,” she noted. — Amy Wicks and C.T.C.



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