Today Richard Branson's Virgin empire launched a new iPad-only magazine called Project. I downloaded the app and purchased issue 1 for $2.99. After a slow and interrupted download, I was able to view the issue.
I wasn't sure what to expect as I didn't like that I had to download the magazine in toto rather than being able to dive right in. The delay while I waited for it download was a bit of a put-off. However, once the issue downloaded I was able to view the magazine and I was quickly enthralled.
The experience inside the magazine is transformative and as my friend described it, it is very Harry-Potteresque. I've barely scratched the surface of this new magazine and I can't wait to get time to read more of it. I'm starting to think this may be an inflection point in media production and consumption.
Finally, a media company has produced something that really exploits the capabilities of the iPad. At tonight's WiredSonoma meeting, I will bring my iPad and we can talk about what it means for the publishing world.