Sköna Hem Shows Beautiful Houses on the iPad

Bonnier Tidskrifter's interior design magazine Sköna hem (House Beautiful) is the second Swedish magazine to come out on the Mag+ platform for the iPad. The first digital issue will come out on Nov. 23 in conjunction with the print magazine's big Christmas issue.

"This is an incredibly exciting development and we're happy to be out so early," says Claes Blom, editor-in-chief for the magazine. "Sköna Hem is Sweden's leading and biggest interior design magazine and we should be on the cutting edge when it comes to different distribution formats. We put a lot of effort into having the best possible photographs, and the iPad's fantastic picture quality means our detailed photographs are shown to their best advantage. Our readers are interested in new developments and technology and are definitely a target group that will be buying the iPad once it is launched in Sweden."

Louise Fallenius, marketing manager for digital magazines at Bonnier Tidskrifter, says that mama+, which was the first Swedish magazine on the Mag+ platform and launched at the end of September, has gotten a great response from advertisers. "Keeping in mind that Bonnier Tidskrifter is so strong within the interior design segment and that Sköna hem is Sweden's biggest interior design magazine, we expect Sköna hem+ to be a success as well," Fallenius says.

Development of the advertising format has gone quickly and with the launch of Sköna hem+, advertisers can offer readers information or allow them to buy products directly in the ads. There is also the possibility of using video and sound, for example to show an entire kitchen with variations in appliances and looks.