The Economist: iPad replicates immersive experience of print

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The Economist is planning paid apps for the iPhone and iPad, with an eye toward recreating the “lean-back” print experience on the mobile devices.

Rob O’Regan writes that Oscar Grut, managing director of digital editions for the Economist Group, believes the iPad especially creates an opportunity for print publications to build engaging and immersive content that embodies the strengths of a print edition more than is possible on the desktop Web:

” ‘The strong message we’re seeing is that people are using these devices in a completely different way than they use desktops,’ he said. ‘We’re seeing increasing evidence of the enjoyment people derive from reading on these devices. For us it’s a complete departure from the old world of digital. It’s much more like print.’ “

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