Advance Publications? Condé Nast Publications has placed fourth in Mobile Marketer?s Mobile Publisher of the Year awards.

Based on the nominations received from readers and submissions from this publication's editorial team, Mobile Marketer is convinced that Condé Nast serves as a role model for publishers and media companies for its outstanding use of the mobile medium.

Condé Nast claims that applications for its various publications have achieved close to 4 million downloads to date, including successful apps for GQ, Vanity Fair, Wired and Glamour.

The publisher was selected for this honor based on its high-quality mobile content, including editorial and images, which provides an excellent canvas for brand advertisers.

Here is a breakdown of Condé Nast?s work in the mobile space in 2010:

September
Rachel Roy, a division of Jones Apparel Group, partnered with Vogue magazine for a special iPhone initiative to celebrate the launch of several new Rachel Roy projects.

IPhone users can visit http://m.rachelroy.com for an interactive experience that features a shopable fall look book from the new Rachel Rachel Roy collection, episodes of the Rachel Roy documentary produced by Vogue.TV and a sweepstakes to win looks from the new Rachel Rachel Roy collection (see story).

August
Glamour magazine debuted its iPhone, iPod touch and iPad application to accommodate the large percentage of its print and online readers carrying their mobile device with them.

The Condé Nast publication's application includes the 40 most recent blog posts from Glamour.com and users can read them without a live Internet connection.

Readers with access to a live connection can stay up to date with the posts, which are refreshed hourly (see story).

Targeting the challenges of wedding planning, Conde Nast?s Brides magazine expanded and renamed the Brides Dressing Room iPhone and iPad application.

With Marriott Hotels & Resorts as its 60-day presenting sponsor, newly renamed Brides Wedding Genius builds upon the Dressing Room application by including more than 700 bridal and bridesmaids dresses and videos, with the ability to search for engagement rings, wedding bands and honeymoon locations (see story).

June
Calvin Klein integrated its own content into GQ magazine?s Style Picks application via a sponsorship that hardly feels like advertising.

CK bought this sponsorship directly from GQ to present its new product line to mobile shoppers.

The ad unit is what NearbyNow calls a ?sponsored guide,? and it is full of interactive content such as model shots, a product catalog and videos (see story).

May
American Express, L'Oreal, Target and Bing's mobile campaigns are evidence of the fact that the iPad is driving the mobile video advertising market.

Other advertisers, including Aveeno and Clinique, are ran ads via the Vanity Fair application, rerouting users to their Web sites or Facebook pages.

The application is also available on the iPhone and iPod touch for $4.99 and was created internally by Conde Nast (see story).

April
Fashion magazine Vogue created an iPhone application that pairs products from advertisers such as Valentino and Gucci with style items from consumers? own personal collections.

Shoppers can customize their look by taking photos of the items they own and scroll through the various trends highlighted by the Vogue Stylist, then hit refresh to restyle their look.

Application users can buy products within Vogue Stylist from brands such as Gucci, Hudson Jeans, Kate Spade, Longchamp Paris, Nine West, Valentino and Via Spiga (see story).

Conde Nast's GQ April issue for the iPad gave advertisers the option of making their static ads more interactive.

Braun promoted its Series 3 men's razor via a click-to-video ad that promotes the product's minimal skin irritation feature.

GQ plans to test different prices and a variety of advertising approaches for digitizing its magazines (see story).

Conde Nast is using the Akamai HD network to deliver high definition videos to consumers via the iPad platform.

Conde Nast?s GQ and Epicurious magazines are delivered across the network.

Both applications have been optimized for the iPad and feature new functionalities, making the video experience more dynamic and customized for the user (see story).

February
Cosmetics giant L?Oréal Paris is sponsoring Condé Nast?s recently launched Vanity Fair Hollywood application for Apple?s iPhone and iPod touch.

Vanity Fair Hollywood, which is available for free in the App Store via http://www.VF.com/iphone, is designed help users organize their Oscar night voting pools, letting them make their Academy Awards picks and get real-time results using their iPhone or iPod touch.

L?Oréal Paris branding is integrated throughout the application (see story).

Conde Nast Publications' Lucky magazine introduced Lucky At Your Service, a digital shopping concierge Web site and application for Apple's iPhone, featuring advertisers such as Nine West, Dr. Martens and Jessica Simpson Footwear.

Debuting with Lucky's March issue, known as the Spring shoe guide, this service lets women shop both the editorial content and ads from a mobile device with Web-browser capabilities.

Digital shopping database NearbyNow Inc. fulfills the service by directly tapping into the inventory of retailers and using a call center to confirm and verify availability at the retailer closest to the consumer, or she can buy immediately online (see story).

Condé Nast?s Teen Vogue is letting consumers create their own lookbooks and buy items recommended by the publication via a new application.

The application was designed to give readers a glimpse inside the closets of the magazine editors.

Consumers can scroll through clothing and accessories, chosen by the editors, find pricing details and buying information and even click-to-buy where available on the mobile device (see story).

January
Consumers downloaded more than 12,000 copies of the application version of the January issue of Condé Nast?s GQ that features pop singer Rihanna on the cover.

Downloads of the GQ applications meet the standards set by the Audit Bureau of Circulation and count in the magazine?s total circulation.

Condé Nast has found a mobile audience for its GQ content that is a direct replica of its print publication (see story).

Final Take
Dan Butcher, associate editor, Mobile Marketer

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