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Kristen Baldwin on Bringing EW to Tablets: ‘We really wanted to wait until we got it right’

With the runaway success of eBooks and iPads, you’d think that launching a tablet version for a magazine would be a given. However, Entertainment Weekly executive editor Kristen Baldwin says that rushing into the field too early could be a mistake for publishers.

“We’ve been on the tablet with our Must List app for quite a while, but in terms of the actual magazine, we really wanted to wait until we got it right,” she explained in our Media Beat interview. “Because what we learned is you have to get it right the first time, and users have to really enjoy it and be satisfied with it, because otherwise they’re just not gonna come back.”

Baldwin also discussed the key to writing those punchy blurbs that EW is known for: “It’s kind of like writing haiku.”

You can also view this video on YouTube.

Part 1: Entertainment Weekly‘s Kristen Baldwin Talks ‘Entertainers of the Year’
Part 3: Thursday, we break down exactly how a celebrity makes it onto the A-list.

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