• Mediaweek, Monday, May 24, 2010 11:53 PM

In an early example of how a major fashion retailer is working with the iPad, Macy's is using the Apple tablet to turn its summer catalog into a shop-worthy slideshow. Macy's 60-page print catalog was converted into a two-page spread in which a 20-page slide show is embedded, with links to shop at Macys.com. The ad is running across the digital editions of 20 titles, including Elle Decor and Marie Claire.

The ad was handled by Zinio, which converts magazines to digital editions and sells ads across those editions. The program turns the conventional magazine ad on its head, said Nicholas Pavach, vice president, advertising sales and custom publishing for Zinio. "Traditional magazine ads are branding mechanisms for advertisers," he said. "It's unique to use magazines to launch a catalog."

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