Publisher Conde Nast?s W magazine is increasing its reach with the launch of The Daily W iPad edition that is sponsored by Calvin Klein.

The daily updated app, which launched in September, lets consumers shop products featured in the app as well as access to tablet-specific articles, videos and photo galleries. Condé Nast is working with app developer GENWI on the initiative.

?The goal of the app was to create something completely different than a replica of the magazine,? said PJ Gurumohan, CEO of GENWI, Los Altos, CA.

?People do not recognize the power of a mobile app and what it can do to a publisher,? he said.

GENWI is an app developer that works with publishers and claims to have built more than 1,500 apps.

Daily fashion fix
Fashion brand Calvin Klein is the sponsor of the W magazine app with banner ads that run along the bottom of the app.

Once clicked on, the mobile ads expand to a video for the designer?s latest collection.

Here is a video of the Calvin Klein ads

The Daily W focuses on two main areas ? celebrity content and shopping.

The app is divided into five tabs ? fashion, celebrity, beauty, accessories and design and travel.

Each tab aggregates the latest content and places it on top.

The screen is divided into three horizontal parts that order articles by date.

Using The Daily W app, consumers can purchase products featured within the content.

For example, the fashion articles link to brand?s sites where users can view additional information about products.

Articles can also be shared via Facebook, Twitter and email.

Consumers can shop trend reports in the app

The app has a social media component with a favorites feature. By logging into Facebook, users can store their favorite items to access later.

The app also includes celebrity behind-the-scenes and exclusive content.

Single-click publishing
The Daily W app is only one example of how Condé Nast is ramping up its mobile strategy to get content to as many consumers as possible.

Condé Nast most recently rolled out all of its digital editions to the Apple Newsstand with plans to add three more publications by 2012 (see story).

?We?ve seen that people are increasingly using mobile Web and tend to want to get the same unique experiences on them that they can get in apps,? Mr. Gurumohan said.

?It?s important to reach mobile consumers in a similar unique way across all platforms,? he said. 

In particular, the executive said HTML5 will play a major role with publishers in the future.

?It gets said often, but there is really something to be said for the ?create once publish everywhere? model, especially for print publishers,? Mr. Gurumohan said.

Particularly, the executive said that publishers should look to mobile strategies similar to the Financial Times? browser-based application as a publisher who is overcoming fragmentation.

?One of the main challenges for the mobile industry from publishers will be the ability to use multiple platforms so every consumer can access the same content, regardless of what device they are using,? Mr. Gurumohan said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York