Hearst Corporation Announces Opening of The App Lab, a Mobile Media Development Center in Hearst Tower
On the newspaper front, Hearst is launching paid and free apps on the major tablets this year -- including the critically acclaimed San Francisco Chronicle app for the iPad that debuted May 31 -- as well as enhanced versions of popular smartphone apps. And across the Corporation, Hearst divisions including iCrossing, Entertainment & Syndication, Business Media and Interactive Media will use The App Lab for internal development projects and customer-focused collaboration related to the smartphone and tablet worlds.
"The App Lab will be a centralized hub where Hearst's creative teams can work with our publishers and outside partners to create intelligent, engaging digital content that will uniquely showcase both our magazine brands and the most popular consumer brands in the marketplace," said David Carey, president of Hearst Magazines. "We look forward to welcoming our marketing partners into The App Lab to begin exploring new opportunities for advancing unique advertising platforms."
Located on the 41st floor of Hearst Tower, the App Lab was designed in collaboration with And Partners, a New York-based strategic design firm. The centerpiece of the Lab is a large-scale digital video wall with multi-touch capability, which enables digital whiteboarding (SMART Technologies) and showcases the entire Hearst digital publishing ecosystem, including the simulation of all apps. Hardware from all leading tablet and smartphone device manufacturers is integrated into the Lab. App Lab users can wirelessly file share using the Lab's dedicated drop box.
The Hearst App Lab will extend beyond its physical walls by creating an open-source model for innovation across Hearst divisions to learn about, participate in, and collaborate on digital publishing projects. The opening of the Lab is the latest phase of Hearst's App Lab initiative, which began last fall with Tuesdays @the Tower, a series of breakfast panels about the tablet space held for advertisers, followed by the formation of the App Lab team, a group of 44 in-house developers, producers, editors, designers, project managers and marketers working across all of Hearst's many apps and digital editions.