Hearst?s Marie Claire has debuted an interactive issue for Apple?s iPad that features a moving cover, as well as video clips and outtakes exclusive to the tablet.

The Marie Claire application is powered by Zinio and gives readers the option of purchasing a single issue or a yearly subscription. The application showcases fashion and beauty products, accessories and clothing.

?[With the living cover] we had to map it out and when you look at it, it?s like one of those really complicated scientific computer drawings,? said Joanna Coles, editor in chief of Marie Claire, New York. ?It?s the first time that it?s been done and I?m so excited.

?I showed it to a couple of men in the office and they just wanted it sitting on their desk, running on a loop, because it?s just so much fun ? it looks like Emma?s kind of flirting, but in a nice way,? she said. ?We really wanted to put the magazine in 3-D.

?The whole strategy was how do you create something that works with the strong abilities of the iPad design and I think what we wanted to figure out was not how to recreate the magazine on the iPad because I don?t think that?s the most exciting way of using the technology, it?s how can I take themes of the magazine and do something on the iPad.?

Marie Claire www.marieclaire.com is a fashion magazine for women with a point of view, an opinion, and a sense of humor.

Mobile magic
The moving cover features ?Harry Potter? actress Emma Watson and remains kinetic on its own until readers turn the page.

In addition, the application features an iPad-only fashion video, exclusive extras from Watson?s photo shoot.

?Fashion magazines are obsessed by design, it?s what we do,? Ms. Coles said. ?We?re about fashion, about designers so when you have something which is about exploring new frontiers of design, it?s incredibly exciting.

?What we didn?t want it to be is a completely static experience,? she said. ?The app is loaded with videos and enhanced shoots and from our point of view it?s incredibly good business ? we can sell the photo shoot that?s exclusive to the iPad and it?s not available on the magazine.

?There?s something nice about the size of the iPad and watching a fashion shoot on it.?

It pays off
Readers can use the user-controlled 360-degree views of featured items and accessories via the application.

The December and subsequent issues cost $3.50.

Additionally, users can opt for a yearly subscription that costs $10.

?We?re going to be doing more and more for every single issue,? Ms. Coles said. ?We?ve had to completely relook at our budgets for next year and set aside money for the iPad.

?The payoff is huge,? she said. ?We?ve really started to have fun with it.?