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Canadian publishers eye Windows 8 to bolster reader engagement

Ten Canadian publishers including The Toronto Star and Elle Canada have rolled out Windows 8 applications to interact with readers via their smartphones and tablets.

The publishers have partnered with Polar Mobile and are using the MediaEverywhere Platform. Since its launch last year, publishers are increasingly looking at the Windows 8 operating system to enhance the reading experience.

?When Microsoft introduced Windows 8 in the fall of last year, it brought significant changes to the operating system's platform, focusing on improving its user experience on mobile devices such as tablets,? said Kunal Gupta, CEO of Polar Mobile, Toronto.

?Swiping and other gestures are more intuitive, which leads to a great tablet experience,? he said.

?A unique feature about Windows 8 apps is that the sharing feature is more prominent, which encourages engagement.?

Reader engagement
Windows 8 apps have been launched for Canadian Living, The Hockey News, Elle Canada, Elle Quebec, Canadian Football League, Les Affaires, The Toronto Star, Fight Network, House & Home and Lainey Gossip.

All of the apps are available for free download in Microsoft?s Windows Marketplace and layer interaction on top of the publication?s editorial content.

Elle Canada?s Windows 8 app, for example, is targeted towards fashion-savvy readers and includes news on current trends, celebrity gossip and a section for daily horoscopes. Additionally, readers can send content to friends and family via Facebook and Twitter.

For House & Home, the Windows 8 app focuses more on inspiring readers through photos and blogs. Readers can browse through photos that are grouped into categories such as designers and room in a house.

The Toronto Star?s app lets readers flip through news by the date that it is published.

Polar Mobile worked with Toronto-based agency Jet Cooper to help build the apps.

Nowadays, it is critical for publishers to have a presence across multiple devices. Fragmentation continues to be an issue, and consumers often pick up and read content across different screens simultaneously.

House & Home's app

Mobile reads
In addition to the launch of the new Windows 8 apps, travel intelligence media company Skift has also launched a mobile site that is powered by Polar Mobile.

The site can be accessed at http://m.skift.com and lets consumers browse and share the latest news and content geared towards professionals in the travel industry.

Social is played up in the site with an interactive bar that stretches across the screen when users want to share an article. Content can be shared via Facebook, Pinterest, Twitter, LinkedIn or email.

?The majority of publishers that we work with at Polar Mobile have both a mobile site and an app,? Mr. Gupta said.

?Having an app and a mobile site increases both discoverability and monetization opportunities,? he said.

?For publishers who are choosing to go the app route, native features such as sharing and push notifications are key factors.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York