Magazine megapublisher Hearst is working with app newsstand proprietor Zinio on a serious iPad push for the second half of 2010. The rollout will include gussied-up digital editions of Esquire, Seventeen, Cosmopolitan, Harper’s Bazaar and Food Network.

paidContent reports:

Since Zinio produces the electronic versions of the magazines, Hearst feels an exact replica isn’t just unnecessary when it comes to an app, it would also turn off readers. It calls its forthcoming iPad apps “enhanced” versions of the magazine.

Hearst vice president of audience development and digital editions tells AdAge that the Esquire iPad edition will be “more ambitious” than the magazine’s iPhone offering, and that the company is building software that will allow for regular subscriptions, as opposed to the one-off newsstand-style purchases that typify current magazine iPad offerings.

The most notable development comes from Hearst’s <eMO Magazine. The chronicler of all things Oprah Winfrey plans to leverage the media mogul’s powerful book club into an iPad app that allows readers to buy and read book-club selections within the interface. That app is slated to arrive in the fourth quarter.