Hearst Opens App Lab for Consumer Testing

In New York, media giant Hearst Magazines is planning to open a mobile media development center called The App Lab, where staff will examine consumer usage of mobile devices and related platforms and applications.

Hearst Magazines publishes nearly 200 editions around the world, including 14 US titles and 20 magazines in the UK, published through its wholly owned subsidiary, The National Magazine Company Limited.

To date, the firm has created 11 apps, including products for smartphones, tablets and other devices.

Its lab initiative - which kicks off in September - will serve as a 'digital think tank' for marketers and ad agency staff, and act as the catalyst for development of mobile versions of branded content.

By early 2011, the company plans to unveil a physical space in its Hearst Tower, to showcase its products and provide a venue for consumer focus groups and insight panels.

'As the app landscape expands rapidly, we are all discovering new ways to engage people: it's a new way to communicate and the possibilities are expanding every day,' states Michael Clinton, President, Marketing and Publishing Director. 'We hope to include apps in all of our print and digital integrated selling efforts.'

Web site: www.hearst.com .