National Geographic is continuing to build an application-driven mobile strategy with a new iPad app aimed at adventure enthusiasts.

The National Geographic Adventure: Greatest Stories Ever Told app combines some of the publisher?s video, articles and photographs from around the world into one place. The app is available for $1.99 in Apple?s App Store.

?We have a vast archive of audio, video and photographs, and we know adventure content appeals to our audience,? said Declan Moore, president of National Geographic Publishing and Digital Media, Washington.

?The iPad is a great way to bring adventure stories to life,? he said.

?Just as we have always done special issues in the print world, we see the app as an opportunity to do a thematic issue in the digital space.?

Mobile journey
The National Geographic app is ad-supported by brands that fit with the app?s demographic of outdoorsy readers.

For example, an ad for Topeak, an outdoor equipment company, includes an embedded YouTube video.

Another ad promotes Primaloft, which insulates outdoor, hunting and military gear, with an option for users to receive a free kit for tapping and filling out a form. The ad also lets users ?like? the company?s Facebook page and follow Primaloft?s Twitter account.

The app is set up horizontally and lets users swipe across the screen to view additional content.

Each story is bundled into a package that includes videos, photographs and features that are suited for the tablet specifically. For example, in a story about the Titanic, users can rotate an image of a heat-resistant suit that explorers used to discover the ship to get a better understanding of what it looks like.

The app also incorporates content from National Geographic?s Web site and blogs as well as links to its Facebook and Twitter accounts.

App adventures
In addition to the adventure app, National Geographic has made app versions of its content a major mobile priority.

For example, the company rolled out an iPhone and iPad app last year that let users navigate without network connections while on the go (see story).

Additionally, an executive from National Geographic recently revealed how the company has built a mobile strategy around apps at the 2012 Nonprofit Mobile Day (see story).

For a publisher that is known for photographs and multimedia content, an app is a natural way to take advantage of mobile, especially with a tablet screen in mind.

By rolling out special editions such as the adventure app, National Geographic is able to create a hub for all of its themed content in one place that can be updated regularly.

?National Geographic has a lot of content in the adventure, travel, photography and kids space,? Mr. Moore said.

?We feel the Adventure app brings together cool, contemporary storytelling and videos and that it will have longevity,? he said.

?While we aggressively work to make our monthly magazine apps better each month, they are constantly replaced, but this inspirational app will have a long life.?

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