Google is the launch sponsor of New York magazine?s hot-off-the-presses iPad application that monetizes via a hybrid pay-per-issue and ad-supported model.

The iPad application features the full content of the weekly print edition, along with live feeds from its four daily blogs, integrating the print and digital properties. Users can download the application with the free issue ?Who Runs New York?? to try it out, and buy subsequent issues at the print edition newsstand price of $4.99.

?The iPad is one facet of a much larger digital strategy that has helped us reach a Web audience of 10 million uniques per month and counting,? said Michael Silberman, general manager of Nymag.com at New York Media, New York.

?Regarding the iPad specifically, we want to understand the potential for this fast-growing but still nascent category of digital device and pay-to-download content,? he said.

New York Media is the parent company of the weekly New York magazine, Web sites Nymag.com and MenuPages.com, Grub Street network of food blogs, the Vulture entertainment Web site and the twice-yearly New York Weddings magazine. 

The iPad application was developed with Paperlit.

Google TV campaign
The New York magazine iPad application features every page in the print edition enhanced with up-to-the minute reporting from Nymag.com.

All ads in the magazine will be found on the application. The current issue has a sponsorship from Google on the application?s navigation bar promoting Google TV.

When tapped upon, the Google TV ad expands into a full-screen landing page featuring the following taglines: "Introducing Google TV: TV, apps search and the entire Web...together at last. Your TV just got smarter."

Sections within the Google TV microsite include Quick Tour, Features, Spotlight, Developers, Get It and Share.

Quick Tour features 10 full-screen slides showcasing Google TV's functionality.

Get It explains the two ways to get Google TV: "1. Get a standalone TV. 2. Get a separate box to use with your current HDTV."

Share lets application users share the microsite via Twitter, Facebook and Google Buzz or follow Google TV on Twitter, Facebook or YouTube.

New York state of mind
Live feeds from New York magazine's four blogs??Daily Intel? on news, politics, business and media, ?Vulture? on entertainment, ?The Cut? on fashion and beauty and ?Grub Street? on food and restaurants?are available from the application's tool bar and links within the magazine and bring users to an in-application browser to view full posts.

Special pages calling out content from the blogs are integrated within the magazine experience on the application, which can be downloaded via the iTunes App Store.

New York?s readers can now enjoy the complete magazine experience on the iPad, in an enhanced version that is also a portal to the full range of the magazine?s Web offerings.

Each iPad download delivers both a well-rendered version of the print product and a way to access up-to-the-minute-news filtered through the New York lens.

The iPad was a perfect vehicle for a full integration of the print and Web experience of New York, per New York Media.

New York is working to allow free downloads to existing subscribers of the print magazine and plans to be able to offer this soon.

In the longer term, the magazine will be exploring other kinds of subscription offers such as digital-only and print-plus-digital.

?The demographic of the iPad app is the same as the magazine and the site,? said Larry Burstein, publisher of New York Media. ?The iPad app is one more way for our audience to find us.

?The app has been and will continue to be advertised in the print magazine and will be advertised online, and throughout all New York Media assets,? he said.

Final Take