Martha Stewart Living Omnimedia is giving readers of Martha Stewart Living and Everyday Food free iPad editions with their print subscriptions.

The publisher is also rolling out a new mobile subscription plan that will let consumers choose between the company?s print and digital versions. The plans begin with the current Sept. issues.

?We wanted to make it even easier for our print subscribers as well as new readers to experience Martha Stewart Living and Everyday Food on the iPad and this was the next logical step,? said Gael Towey, chief creative and editorial director at Martha Stewart Living Omnimedia, New York.

Martha Stewart Living Omnimedia publishes four magazines that focus on lifestyle and the Martha Stewart brand.

Mobile bundle
With the new initiative, consumers will be able to buy digital editions either in-app or online for $12 to $20.

Current readers will be able to download iPad editions through the rest of their subscriptions.

Additionally, consumers can choose to bundle their subscriptions at discounted rates to include both a print and tablet version.

A one-year tablet and print subscription to Martha Stewart Living is $24 and a tablet-only subscription is $20 for 12 issues.

Everyday Food fans can buy a combined print and tablet subscription for $15 a year or get the digital versions for $12 a year.

Additionally, users can buy individual copies of Martha Stewart Living for $4 via Apple?s App Store. Individual digital copies of Everyday Food are $3.

?Readers have always relied on our magazines for great how-to lifestyle content and we?re able to enhance that same content now with video and slideshows that take it one step further,? Ms. Towey said.

?It?s important to us that our current print subscribers have free access to our iPad editions so they can take advantage of those fantastic extras in every digital issue,? she said.

Mobile incentive
With Martha Stewart?s new mobile subscription plan that offers steep print discounts, it?s clear that the company is encouraging consumers to read both the print and digital versions of the magazine.

It also shows the emphasis the company has put on mobile and signals where its readers are headed.

One particular thing that makes Martha Stewart Living Omnimedia?s content different from other publisher?s is the company?s emphasis on exclusive iPad and digital content.

?We already feature exclusive content on the iPad editions of our magazines including how-to videos and slideshows on decorating, crafting, cooking, gardening and more as well as innovative art animations,? Ms. Towey said.

Most recently, Martha Stewart Living Omnimedia rolled out a branded apps aimed at summer readers (see story). 

"Martha Stewart Living Omnimedia wants to be wherever our readers are as new devices come on the market," Ms. Towey said.

"We're cautiously optimistic that as more consumers buy tablets, they will be looking for the great quality content that we have to offer via these magazine iPad editions as well as our utility apps like Martha Stewart Makes Cookies, Martha Stewart Cocktails and Whole Living Smoothies."

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York