Hachette Filipacchi?s Elle magazine is one of the first publications to offer consumers the option to buy monthly issues or yearly subscriptions on the iPad using their iTunes account.

The publication is offering its readers two subscription plans. Readers can choose from a month-to-month option for $2.99 each issue or an annual offer for $18.99.

?Our strategy is to streamline the user experience by offering a simple means to subscribe and interact with Elle via the Elle iPad application,? said Ted Nadeau, general manager of Elle Digital Group at HFMUS, New York.

?We developed what we believe is the most interactive and engaging fashion and beauty iPad application available,? he said. ?We want to make it as easy as possible to receive our monthly updated content.

?A subscription which provides automatic updates is the best way to make sure our readers are up to date on the latest fashion and beauty trends.?

Elle magazine is read all over the world with 43 editions, 21 million readers and 6.4 million copies sold every month worldwide.

Mobile subscriptions
The publication decided to go the subscription route to let readers pay one time and interact with its content whenever and wherever they choose.

Readers can watch exclusive videos and insider commentary from Elle editors and view behind-the-shoot footage of their favorite artists, celebrities and designers.

In addition, users can view the latest collections and share it with friends.

Readers can make their own storyboards

Users can read up on the latest trends

Readers can browse articles

Readers can be their own personal stylist

?Our readers are enjoying Elle content on multiple platforms including the printed magazine, Web site, iPad, mobile-optimized Web site, Facebook, Twitter, Tumblr and FlipBoard,? Mr. Nadeau said. ?We are seeing strong growth in our iPad and mobile optimized Web site.?

Subscribe me
In addition to the two subscription plans, users can buy single issues for $3.99.

Current subscribers of Elle?s print version can download the publication?s monthly iPad content at no additional cost.

?The Elle iPad application has provided an exclusive, interactive and engaging environment for our advertising partners such as Lacoste, Calvin Klein, Burberry and Gucci,? Mr. Nadeau said. ?Each month we?ve worked collaboratively to use the app?s functionality to highlight each brand?s creative assets.

?Elle is working on a number of big projects including ecommerce, entertainment and brand extensions,? he said.