'Men's Health' Revamps iPhone App

In its latest iPhone app, Rodale's Men's Health has "reimagined" its mobile version "specifically for the small screen" with "greater interactivity and navigation," writes Bill Mickey. Sean Bumgarner, Rodale's interactive design director, believes that reading a mag on an iPhone is "not a lean-back experience like the iPad. They need a quick flash and dive in and out of the content," as the experience "tends to mimic the flipping and browsing habits readers have with the print magazine."

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