Previewing 'Food & Wine' Magazine's iPad App

Cowin showed me a preview of the shiny new electronic magazine. The photos are vivid, and it's easy to scroll through and navigate. The premiere issue's special feature is a huge database of Ray Isle's 100 Wines to Drink Right Now article. "For the magazine we would have shot 10 of the bottles, but for the app, we shot all 100 bottles," Cowin enthused. "Users can click on each wine, see the photo, and see what dishes pair with it. Then, they can click through to the recipes." It all makes perfect sense as Cowin clicks and slides her way around the app.

One of the benefits of the app, says Cowin, is that they don't have to follow any advertising rules. Beautiful picture is followed by beautiful picture with no ads in between. One of the magazine's best features, Chefs Way/Real Way, only highlights the real way recipes in print, but on the app, users can check out the chef's original recipes and photographs. All of the content lives on the app, so even if a user doesn't have an Internet connection, she can still access the recipes and information. After her swift and smooth demonstration, in which she asked her director of PR to make a note to email the tech team about a broken video, she answered the following questions.