Richard Branson’s Virgin will go toe-to-toe with Rupert Murdoch’s The Daily when it reveals its own iPad-only magazine next week.
Virgin has branded the project a paperless “multimedia revolution”. But it will have to stand up to the heavy investment News Corporation has made into its own iPad-focused project.
Unlike the Daily, which has recruited a team of around 100 journalists and reportedly cost Murdoch $30million, Virgin’s attempt will centre on entertainment news ahead of current affairs.
Apple is expected to sell 13million iPads by the end of the year, and has estimated sales of 20million by 2011. Both News Corporation and Virgin hope that the gadget will lead to a boom in sales of digital content.
This article appears in issue 263 of Media Digest.