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Earlier this week Grazia launched a new weekly iPad edition, featuring a shopping facility so readers can buy the products they see on screen.

Available through Apple’s Newsstand, the iPad edition costs £1.99 each week and features all the editorial content from the print magazine.

But it’s the shopping feature that is particularly interesting, as it shows that Grazia’s publisher Bauer Media is trying to find new ways of monetising its digital content.

Running an affiliate programme through the iPad edition could prove to be a decent revenue stream for magazines that have seen circulations and profits nosedive in recent years.

Boots has been touted as one of the headline launch partners, but you can also buy products from the likes of Net-A-Porter, Austique and Designers Guild. 

It sounds like a good idea, so I downloaded the iPad edition to try it out...

How does it work?

The shopping process is very simple and there’s even a tutorial at the front of the magazine explaining exactly how to use it.

Grazia has signposted it well using large, yellow ‘Shop this page’ calls-to-action to indicate which articles are part of the new feature. 

If you click an item then a new menu appears on the screen listing all the products available on the page. In fact the menu appears even if you tap a blank part of the screen.


Once you’ve re-selected the item, you have to choose whether you want to shop, share it through social channels or save it your wish list.

If you choose to shop the item you are linked out to one of the partnering e-commerce sites, then to get back to the app you simply click the ‘Done’ button in the top right of the screen.

Is it any good?

The shopping feature is extremely simple to use and a great addition to the iPad magazine, but personally I don’t feel it is intuitive enough.

If you’ve clicked an item you want to buy it’s strange to then have to re-select it from another product list.

Ideally images should link directly to a product page, as at the moment all it does is duplicate the magazine page in a more traditional list format.


Also, one of the products I selected linked to a page that said the item wasn’t available to buy online, which rather defeats the purpose of the new app.

To be honest I’m surprised it’s taken this long for Grazia to implement click-to-buy tags, as it’s a common feature in Net-A-Porter’s apps.

But even so, it will be interesting to see how readers engage with the shopping feature and whether it proves to be a money-spinner for Bauer Media.

David Moth

Published 29 November, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (1)

John Waghorn

John Waghorn, Content Marketer at Koozai Ltd

A lot of print magazines and print news is making the transition to digital formats because they are observing that it’s where they can attract a large percentage of their audience. In addition, it makes it easier to share the items they see on social and purchase through strong calls to action, something which you obviously can’t do with a print magazine. It seems to make more sense to sell a magazine in this format, whilst encouraging business sales at the same time. Whilst some people are still backing print media, it will be interesting to see how long it can last before it starts to properly fade out.

almost 4 years ago

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