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"The first truly digital magazine about creative people by creative people.&amp;quot; -Sir Richard Branson\r\n\r\nThis morning at a press conference in New York City at Manhattan's Crosby Hotel, Richard Branson officially launched his newest endeavor,&amp;quot;Project,&amp;quot; the world's first iPad Magazine. Months ago, Giovanni Donaldson, a principal at Virgin Management began working on a project to get Virgin back into the publishing world. &amp;quot;The future lies in apps, not on shelves,&amp;quot; says Branson. Donaldson approached Richard's daughter, Holly Branson, who was based in Virgin Management as Project Manager and together they took the project forward. The result of just a few months of work is Project, a monthly magazine that will change daily, hourly, by the minute,\u00A0featuring innovators in their field, economists, authors, world famous chefs and interactive advertising. It is edited by Anthony Noguera, former editor-in-chief of FHM, and is the first international magazine created specifically for the iPad. \r\n\r\n\r\n\r\n &amp;quot;It's the most exciting thing to happen to publishing since William Caxton fired up the printing press,&amp;quot; says Noguera\r\n&amp;quot;It's an agenda setting magazine that spotlights the people around the world. The people we'll be covering haven't only influenced the fields in which they work, they revolutionize them.&amp;quot;\r\n\r\n\r\n\r\nThe editorial will be grouped into technology, entrepreneurs, entertainment and design. It looks like a magazine and acts like a website. The content is hi-def with beautiful typography. The layout features 12 frames of Jeff Bridges each with a press and play audio control, Earth 2.0, an exciting visual tour of Tokyo, and interactive country-specific advertising that is just as exciting as the editorial. For example, a Jaguar car advertisement that lets you stroke and color in the car. Want to hear what a Jaguar sounds like? Press the ad and you'll hear an engine roar loud enough to drown out Branson himself. &amp;quot;Sound is a really potent tool,&amp;quot; says Noguera, laughing. \r\n\r\nThe ability to share the content through social media will be coming soon. &amp;quot;We're not afraid of sharing our content on the Internet and we don't think it will affect sales,&amp;quot; says Project's marketing head, Mike Burgess. \r\n\r\nGoing forward, Branson wants it to be like Wikipedia, with as many people contributing as possible. Project will cost \u00A31.79 in the UK and $2.99 in the US with new content refreshing throughout the month. \r\n \r\nOn Branson's rivalry with a certain Australian media mogul and his soon to be out Daily iPad newspaper, he commented, &amp;quot;This is not a battle, not a war, it's the future of publishing. But, if they call it a battle, we'll accept that battle as a battle on quality.&amp;quot;\r\n\r\nSee a video of Project here. \r\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/media/2010/11/30/official-launch-richard-bransons-project-ipad-magazine/>