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Edition: U.S. Article Comments (1) Slideshow Email Print Reprints Read Short on votes, deficit panel delays decision 30 Nov 2010 Obama and Republicans agree to negotiate on taxes 30 Nov 2010 South Korea plans new drills as China avoids blaming North | 2:31am EST Exclusive: Afghan officials free top Taliban fighters 30 Nov 2010 Analysis: Hard case for U.S. against WikiLeaks's Assange 30 Nov 2010 Discussed 66 Saudi king urged U.S. to attack Iran: WikiLeaks 64 South Korea names security adviser as defense minister 62 U.S., South Korea begin joint military exercises Watched Bejeweled bra exposed in NY Thu, Oct 21 2010 Row over vote orgasm video Fri, Nov 19 2010 World reacts to WikiLeaks release Mon, Nov 29 2010 2010 U.N. Climate Talks U.S. sees progress in row with China Washington claimed progress in easing rifts with Beijing on ways to fight global warming as U.N. climate talks got under way in Mexico with warnings about the rising costs of inaction. Full Article | Full Coverage Factbox: Climate talks seek to avoid hype in Cancun More Green Business headlines Branson scoops Murdoch with digital magazine Tweet This Share on LinkedIn Share on Facebook By Marisa Guthrie NEW YORK (Hollywood Reporter) - Virgin founder Richard Branson rolled out his iPad-only magazine Tuesday by declaring: "The future of publishing lies in apps not on shelves." But Project is actually the gadfly billionaire's second... Analysis & Opinion Rupert Murdoch’s long crusade to make digital news pay Related Topics Technology » Media » iPad » 1 / 4 Virgin Group head Richard Branson holds an Apple iPad as he stands outside New York City's flagship Apple store dressed in a newspaper suit November 30, 2010. Branson is announcing a multimedia magazine titled ''Project'' created specifically for the iPad. Credit: Reuters/Mike Segar By Marisa Guthrie Tue Nov 30, 2010 10:56pm EST NEW YORK (Hollywood Reporter) - Virgin founder Richard Branson rolled out his iPad-only magazine Tuesday by declaring: "The future of publishing lies in apps not on shelves." But Project is actually the gadfly billionaire's second stab at magazine moguldom. Forty-four years ago, when Branson was 16, he and a school chum launched Student. They hoped it would be a Rolling Stone for youth culture. It wasn't. "The world has moved on in many, many ways since Johnny (Gems) and myself launched Student," said Branson. But he has equally high hopes for Project. "It's the first truly digital magazine about creative people for creative people," Branson told reporters gathered at a press conference at Manhattan's Crosby Street Hotel. The first issue of Project has about 100 "pages" of content. But it will not be static content, said editor Anthony Noguera. "It will change daily, even hourly," he added, with enabled links on each page. Created by Virgin Group and U.K. publisher Seven Squared, Project is available for $2.99 per issue. The cover of the inaugural issue features Jeff Bridges, star of the upcoming "Tron: Legacy." "We didn't just want celebrities and rock and roll," said Branson, "though we will manage to fit a fair amount of that in." It also features pieces on author Rachel Botsman, chef Rene Redzepi, game developer Yamauchi Kazanori and Soho House entrepreneur Nick Jones. Inaugural advertisers include Lexus, American Express, Panasonic, Ford UK, Ford Canada and Kronenbourg 1664. Editorial and advertising content will be interactive, naturally. "You can actually make advertising really good fun to delve into," noted Branson. "I think from an advertisers point of view, it's going to make advertising a thousand times more effective than it was in the past." The Bridges story includes an audio slide show of the actor reminiscing about various directors he's worked with. And a story about Jaguar lets users hear the engine and watch video of the car in action. Future issues will encourage crowd sourcing and contributions from users, an idea that Branson said he put down on "scribble note" when he was brainstorming Student magazine nearly half-a-century ago. "We want to open source as much as possible," he said. Unlike Rupert Murdoch's tablet newspaper The Daily, which has amassed a staff of 100 and is spending $30 million on its launch, Project's staff will stay lean with about 20 employees working out of the magazine's U.K. offices. Branson declined to give financial details, but he hoped "word of mouth" would help supplement the limited marketing budget. "If our team has done the job right, and I think they have, bloggers will do the work for us," he said. "We definitely haven't got a Rupert Murdoch-size advertising budget." Branson deflected questions about an iPad publishing war with Murdoch. But the fact that Branson got his tablet magazine to market ahead of The Daily, which is set to launch early next year and cost 99 cents a week, speaks volumes. "I've read quite a bit about a battle I've launched with a certain newspaper man," quipped Branson. "It's not a battle. It's not a war. It's all about competition. And a fair amount of competition doesn't hurt anyone." Technology Media iPad We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (1) SubjectofUSSA wrote: Good for him, always liked Branson, hope it does well. Murdoch will do just fine as well. Nov 30, 2010 11:55pm EST -- Report as abuse See All Comments » Add Your Comment Social Stream (What's this?) © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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