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AARP creates interactive iPad edition with moving images, sound effects

AARP has developed a new digital beauty and style issue for women over 50, and is attempting to cut through the highly diluted content industry with an interactive experience through its iPad publishing application.

The publication is bringing magazine content to life in an age where mobile is flooded with content from a wide range of persons including consumers, brands and media companies. Video, sound effects and moving pictures make up the digital pages of the magazine that lives on the AARP Publications app and on its Web site, and appeals to mobile-savvy women, who are over 50 and looking for beauty and fashion content specific to their needs. 

"With 38+ million subscribers at the age of 50 and over, AARP has an active community of viewers for its many publications, with this many eyes on the screen and the ever increasing use of technology by this demographic, the move to allow its online publication to be accessed via the iPad is definitely a smart move," said Marci Troutman, CEO of SiteMinis. 

Not just millennials 
While a hearty number of millennial-focused publications have risen on mobile, AARP is targeting the baby boomers for an interactive media experience focused on skincare, makeup, style and hair. Women in their 50s, 60s and 70s can download the latest issue of AARP for a range of content and expert information on their look and style, catered to their age group, right on their iPads. 

Mobile may be thought of as a younger consumer-driven platform, but a wide range of older demographics enjoy engaging with media content on mobile devices such as smartphones and tablets. IPad users can download the latest issues of AARP?s for the interactive experience. 

Model Christie Brinkley is featured on the latest cover to entice AARP readers to download the issue for her beauty secrets, along with expert advice from makeup designer Bobbi Brown. The issue features various interactive content such as a letter from the editor in video form, a moving picture version of the table of contents and other videos from experts.

The videos and moving pictures appear as a traditional photo would in a magazine issue, but for videos users can click play to view, while the movie pictures take the form of a regular photo but with moving elements such as Ms. Brinkley?s hair flowing in the wind. 

Media and mobile
As publications move towards more interactive content, AOL?s Huffington Post acquired virtual reality studio Ryot in a bid to make more compelling mobile content for the publication and brand partners, the latest sign of how the media industry is drastically changing (see more). 

Also, millennial-focused news publication theSkimm launched a subscription service to keep users up to date on current events through a mobile app for iOS, which integrates with device?s calendars (see more). 

"While the moving images and sound effects included in the online publication are not unique to the digital space, they are an added extra for this demographic and the publications they are wanting to read," Ms. Troutman said. "Allowing the over 50 demographic to experience the digital magazine of choice with allowing the over 50 demographic to experience the digital magazine of choice with added extras is a great way to boost subscribers, especially women that are looking for beauty and style tips catered directly to them."