The state of iPad magazines  OCT 29 2010

Fresh off several years as Design Director of nytimes.com, Khoi Vinh gives his opinion of the current batch of iPad magazine apps. I think he's right on.

My opinion about iPad-based magazines is that they run counter to how people use tablets today and, unless something changes, will remain at odds with the way people will use tablets as the medium matures. They're bloated, user-unfriendly and map to a tired pattern of mass media brands trying vainly to establish beachheads on new platforms without really understanding the platforms at all.

The fact of the matter is that the mode of reading that a magazine represents is a mode that people are decreasingly interested in, that is making less and less sense as we forge further into this century, and that makes almost no sense on a tablet. As usual, these publishers require users to dive into environments that only negligibly acknowledge the world outside of their brand, if at all - a problem that's abetted and exacerbated by the full-screen, single-window posture of all iPad software. In a media world that looks increasingly like the busy downtown heart of a city - with innumerable activities, events and alternative sources of distraction around you - these apps demand that you confine yourself to a remote, suburban cul-de-sac.

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