Over the past year and a half, publishers have spent millions on in-house and third party iPad teams, trying out all kinds of ideas like interactive feature packages, deep video integration and even completely personalized editions. On Wednesday, Newsweek announced the hiring of Melissa Lafsky as its iPad Launch Editor in order to redesign their app that will “will enhance the strong design landscape of the magazine.” But Adweek reports this week that some magazines are deciding that a “tricked-out app isn’t the highest priority,” deciding instead to downplay extras that one Hearst executive said were “often more likely to be distracting, cause confusion, and occasionally irritate customers.”
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