Those snazzy iPad editions of popular magazines like Wired and Popular Science are eyeball blasters, complete with interactive features and advertising.

But has the emphasis been too weighted on design and content, not enough on community?

The New York Times seems to think so - pointing to the Wired iPad app. Very cool content, but no way to copy and past links or test, much less comment on interesting articles with other readers or even post to Twitter or Facebook. Ditto for Time Magazine.

Rick Levine, vice president of editorial operations for Condé Nast, which publishes Wired, tells the Times that the company is exploring those features, and that readers could expect them soon. “Condé Nast is actively considering the integration of social networking features as well as favoriting beginning as early as this summer,” he said. “It is certainly part of the Wired playlist.”

Indeed, look at Condé's revamped Gourmet Live app to see how that might happen. That app will include gaming elements and much more social interaction (see the video above for more).

The primary hurdle in the slow social integration? To hear pub execs tell it, time - the iPad is so new, and pubs have rushed to ready their apps in time.

But as I talk about in my new book, THE ON-DEMAND BRAND, the iPad is part of an ecosystem that is predicated on social media, not just cool graphics and commerce. Commerce? Check. Content? Check.

Now let's get social.

Read the Times' take here.

Read more about the book here.

FOLLOW RICK ON TWITTER & FACEBOOK

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers—or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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