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Bonnier Takes A Roadtrip

  • Adweek, Thursday, December 9, 2010 12:17 AM
Joining News Corp.'s forthcoming tablet newspaper The Daily and Richard Branson's iPad-only magazine, Project, Sweden's Bonnier Corp. has created Roadtrip, a made-for-the-tablet publication. The new form shows how publishers are experimenting on the iPad as they try to figure out how to make money off the tablet.

Bonnier, whose Popular Science was one of the first publications sold on the iPad when it hit stores in April, is now looking at creating products like Roadtrip that aren't enhanced versions of its magazines. With Roadtrip, Bonnier combined two subject areas-cars and travel-into one publication. The first issue is a free preview that's sponsored by American Express and Visit Florida, and five more are scheduled to follow in 2011.

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