Egmont will thus be the first magazine publisher in Norway to produce a magazine for iPad and other types of tablet PC. Bonytt Bad will also be Scandinavia’s second iPad magazine.

‘With Egmont’s first magazine for the iPad platform, we are embarking on a new era in the uncharted but also strategically important market of tablet publishing. In reality, this is the first time we are charging for magazine content on the internet. It is crucial for Egmont to be upfront in testing business models for the future. We are looking forward to monitoring readers’ willingness to pay for content and patterns of user behaviour. We will use the experience gleaned to launch other magazines on the same platform in future,’ says Torsten Bjerre Rasmussen, Executive Vice President of Egmont Magazines.

For Hjemmet Mortensen, Bonytt Bad is an obvious choice of magazine for launch on iPad.

‘Interior design features and images are almost made for iPad. We lead the market for home and interior design magazines in Norway, with both rising readership figures and a growing advertising market. The real work of designing a tablet PC magazine for the future starts now. We can create editorial magazines with added value and we believe readers are willing to pay for that. Now we need to go out and listen to our readers and continue the development work with their help,’ says Anne Britt Berentsen, managing director of Hjemmet Mortensen.

Bonytt Bad for iPad gives readers the best of both the print and the net worlds. The magazine incorporates multimedia elements in the form of moving images, sound and opportunities for interaction while retaining the clear editorial focus associated with the print media. Bonytt Bad has been designed right from scratch in order to make the best possible use of the new format. Although readability is a top priority, there is also space for high-quality, inspiring pictures. New technical solutions give readers the chance to experience home products in a way previously only possible by visiting shops.

Bonytt Bad for iPad will be available in Apples App Store at the start of November at a price of NOK 39. Egmont is also involved in a Nordic collaboration with the media corporations Aller and Bonnier regarding the creation of a common platform for tablet magazine publishing.

Facts
Bonytt is Norway’s largest home and interior design magazine with a circulation of 44,678 and 295,000 readers in 2009.

Hjemmet Mortensen is Norway’s leading magazine publisher and generated revenue exceeding NOK 1.2 billion in 2009.

Egmont is one of Scandinavia’s leading media groups. Egmont’s media world spans magazines, books, educational materials, films, cinemas, interactive games, game consoles, music, TV and a range of digital media. Egmont publishes media in more than 30 countries, has 6,800employees and generates revenue amounting to DKK 10.7 billion.