Bonnier Spins Out Its Mag+ Tablet Concept

Swedish publisher Bonnier, which introduced its Mag+ concept for iPad magazines last year, has now spun the idea out in to separate business.

The business, named Moving Media+, aims to woo other publishers with this platform for their magazines. An official launch is coming April 4.

Headquartered in Stockholm and with office in New York, it counts Staffan Ekholm, formerly of a CMS firm called Roxen, as its CEO; Fredrik Strömberg as head of content and Mike Haney as U.S. director.

The Mag+ concept was one of the richest-looking iPad magazine UIs, developed by Bonnier’s well-regarded R&D team, though actually along with UK design firm BERG. It powers the Popular Science magazine and TWSnow+, the Transworld Snowboarding magazine.

The magazines whose first-wave tablet foray were merely replicas must now move beyond that format, something which means an opportunity for vendors of underlying software.

The UK’s John Menzies last month rebooted its mothballed digital magazine initiative as a consultancy providing strategy and software for such efforts.

Bonnier has since also launched a News+ concept for tablet newspapers.