Last August Glamour launched its first iPad issue, and needless to say, things have changed a lot since then. Cindi Leive, the magazine’s Editor-in-Chief, tells Mashable that one of the first things that staffers learned was that they should expect the unexpected:

In looking at early data, Leive said she was surprised to discover the types of iPad content creating the greatest reader response. A feature as simple as style suggestions for different body types, which features tap-to-switch before and after shots, often proves more popular than, say, an elaborate fashion shoot staged in Morocco.

This makes sense, as part of the lure of the iPad magazine is the iPad itself. People want to make use of the device’s unique abilities. People like to pinch, swipe and touch. If they simply wanted to read articles, they’d go to the magazine’s website or read the print version.

It sounds like Leive is understanding that, so look for Glamour to encourage more (appropriate) pinching in the future.

Glamour’s Editor-in-Chief Cindi Leive and Publisher Bill Wakermann chatted up media buyers at Danny Meyer’s The Modern yesterday, hoping that the magazine’s social media heavy September issue will inspire the buyers’ wallets.

According to WWD, the September issue of Glamour will boost its social media presence by featuring a coordinating iPhone app:

Glamour collaborated with Spyderlink, a mobile marketing firm, to develop an iPhone that will allow readers to scan a Facebook icon that appears in editorial and advertising content in the September issue. Scanning the tag will take readers to a screen on their iPhones that will allow them to Like different brands and editorial features.

Will asking readers to do more, work? People love telling other people about the most mundane aspects of their lives through social networking, so yes, it probably will.

Glamour editor in chief Cindi Leive has been presented with the first-ever “Life Free of Violence” Media Partner award from the UN Trust Fund to End Violence Against Women for her efforts in ending violence against women through Glamour‘s articles on, for example, honor killings, human trafficking and sexual violence in the miliary.. Andrea Jung, Avon’s chairman and chief executive officer, received a “Life Free of Violence” Corporate Partner award.

The award “recognizes leaders from various sectors who champion the cause of ending violence against women and girls.”

— DIANE CLEHANE

It must be all that good news about ad pages for the September issues being way up from last year that brought out the media mavens today at Michael’s. The place was packed with editors and journos all doing their best to boost Gotham’s perilous economy. The expense account returns!

I was lunching today with my good friend Miriam Driot, who recently opened her own marketing consultancy, and fashionista extraordinaire Susan Tabak, who I met in this very dining room a few years ago. Susan spent over a decade providing well-heeled international clients with customized shopping excursions in Paris and later had a big hit with her self-published tome Chic in Paris: Style Secrets & Best Addresses and its accompanying blog, chicinparis.com.

“I’m not Vogue, but I have my own perspective and people have responded to my authenticity.” I’ll say. The Times of London rated her the top fashion commentator on Twitter for her insights from the front row of the haute couture shows. Last November, Susan reinvented her site as susantabak.com and has added plenty of eye-catching features like her behind-the-scenes look at the New York and Paris runway shows and video interviews with fashion gods like Karl Lagerfeld (“a fascinating character”) and John Galliano (“just extraordinary”).

Susan has parlayed her online success into a full-fledged media company and has plans for more books and some online and television projects. She’s also tapped Mark Grischke, formerly of Vogueand ForbesLife, to be her editorial director. “I’ve got so many plans to extend my brand beyond the website, and I’m taking my time so I can hire the best team possible. Fashion is international, and to succeed, you need a global presence.”

Here’s the rundown on today’s crowd:

1. Christopher Simon of CBS with a table full of pals

2. Peter Brown

3. Law & Order SVU‘s Richard Belzer (with his beloved pooch who seemed a bit skittish while dodging the wait staff) and a fellow we didn’t recognize

4. Men’s Health honcho David Zinczenko (in jeans!) and Eric Sacks

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— DIANE CLEHANE

Evidently, you’re nobody these days unless you’re hawking something on one of those hypnotic home shopping networks. Come on, confess: Who hasn’t bought something that just happened to catch their eye while flipping through the channels looking for Bravo’s wacky Housewives? I chatted with no less than four folks in Michael’s dining room today who have taken to the airwaves to sell ‘style at a price’ to the fashion obsessed right in their living rooms. First, my good pal Dr. Robi Ludwig arrived with her sister Ramy glittering in head to toe bling. I always love how Robi puts herself together for her many television appearances on LX TV and the Today show. That woman really knows how to accessorize! When I complimented her on the stunning gold bib necklace she was wearing, she told me: “It’s from Stefani Greenfield‘s line on HSN!”

When Stefani showed up a few minutes later ladden down with gold, I asked her about the necklace and she reported that none other than Barbara Walters has worn it too. “But not in surgery,” she quipped.

When I wrapped up my chat with Robi, who is jumping ship from QVC to shopnbc where she’ll be expanding her own jewelry line, I stopped by to say hello to Glamour editrix Cindi Leive and designer Liz Lange, who are also part of HSN growing stable of clotheshorses. Read on for more dish about their respective collections.

Here’s the rundown on today’s crowd

1. New York Social Diary‘s David Patrick Columbia (in seersucker!) presiding over a table of elegant gals and a bespectacled gent.

2. Author Michael Gross and Maer Roshan. Michael’s latest, Rogue’s Gallery, about the politics and posturing behind the scenes at the Metropolitan Museum of Art is now out in paperback in case you’re looking for a good (and juicy!) beach read.

3. Glamour editrix Cindi Leive and designer Liz Lange. I congratulated Liz on her new line for HSN, Completely Me by Liz Lange, which sold out during its debut a few weeks back (The next show is scheduled for July so get those credit cards ready!). Seems that Glamour is jumping into the home shopping ring with a line of costume jewelry as reported in today’s Wall Street Journal. The piece also reports that the magazine is partnering with Match.com to help its readers find Mr. Right. Impressive.

4. Esther Newberg with a gentleman who was attacking his fries with great gusto.

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— DIANE CLEHANE

Sometimes it seems like all roads lead to Michael’s, and today was no exception. Everyone in the place seemed connected by less than six degrees of separation, as we observed plenty of old friends and former colleagues exchanging air kisses before dining and dishing. Then there was the completely random fashion moment that caught our eye. Did you know it was ‘Seersucker Day’ here in New York City? Now you do. So it was only fitting that Michael’s GM Steve Millington was sporting his summer seersucker suit in honor of the sweltering heat. Earlier today, a little birdie told me that the outdoor set of The Early Show was filled with men (including the show’s weatherman Dave Price) in Haspel seersucker suits in honor of the company’s 100 anniversary. Who made Steve’s suit? Why Haspel, of course. Just thought you’d like to know.

I was lunching today with Susan Silver, who I met in this very dining room a while back when I was lunching with our mutual pal Brian Balthazar at the next table. When I found out Susan was one of the brilliant writers behind The Mary Tyler Moore Show, Maude and The Bob Newhart Show (the first and best one), I just had to get to know her better. Today we talked TV — of course — and Susan weighed in on her favorite sitcoms of the season. She gives high marks to ABC’s Modern Family (“Genius!”) and The Middle (“It is laugh out loud funny!”). It turns out we share a mutual obsession with reality television; specifically Bravo’s wild and wacky Housewives. I can’t get enough of the New York City divas — except for Jill Zarin. Susan loves ‘em all.

These days Susan is turning up everywhere on television (most recently with Rosanna Scotto on Fox 5) and radio (chatting with Bill Bennett) to talk about the baby boomer generation, spurred by a column she did a few years back, “The Search for Mr. Adequate,” for New York Social Diary. Now she’s on a mission to become “The Martha Stewart of The Baby Boomers,” offering her take on everything from fashion to travel and, of course, relationships for this “underserved market.” Stay tuned.

Here’s the rundown on today’s crowd:

1. Chris Taylor presiding over a table of fabulous females, including Desiree Gruber and CNN’s Alina Cho

2. Bonnie Timmermann and two pals

3. “Mayor” Joe Armstrong and Glamour editrix Cindi Leive

4. The Early Show: It was a family affair for sisters Andrea Barzvi (who works at ICM) and Alexandra Barzvi (a clinical psychologist), who were celebrating mom Bianca’s birthday. We simply had say hello to this stylish trio because Bianca’s hat just dazzled us. Second seating: Peggy Siegal.

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Cindi Leive may only sleep five-and-a-half hours a day as Glamour‘s editor, but she “honestly believe[s] that sleep is a feminist issue,” and, along with Arianna Huffington, she will spend the next month forcing herself to get a full seven-and-a-half hours of rest every night, whether she likes it or not.

Leive and Huffington will be blogging about their Sleep Challenge 2010 on The Huffington Post and glamour.com and are inviting other women to join them.

I have to say I personally feel very strongly about this issue, since I clocked in two hours of sleep this morning, and haven’t been able to fall asleep until 3 a.m. in months. Not sure if it’s particularly a women’s issue or just a hazard of meeting deadlines as a blogger (where work doesn’t end until you shut down your computer). But it will be interesting to gauge other people’s reactions to the challenge. Will Huffington lose her edge if she has to sleep a normal human allotment, as she is already one-upping Leive and promising a full eight hours? (In the first sleep-related post, Huffington claims that she arrived at that figure “through trial and error as the number of hours it takes for her to be at her most creative and effective and have the most fun while being creative and effective,” a message that already seems a tad redundant and sleep-deprived.) Regardless, I will be embarking on the same resolution myself starting tonight: in bed by midnight with no computer, no matter what. Hopefully I won’t have to count too many digital sheep before I turn myself off.

Press release after the jump.

Read More: Sleep Challenge 2010: Women, It’s Time to Sleep Our Way to the Top. Literally. –Huffington Post

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The American Society of Magazine Editors is gearing up for submissions to its 2010 National Magazine Awards. For the first time ever, the awards will include a separate ceremony for digital media, which last year included four categories. This year, they have been expanded into 12 different awards, including blogging and podcasting.

This afternoon at The Princeton Club, members of ASME gathered to hear Will Dana of Rolling Stone, Peggy Northrop of Reader’s Digest, and John Rasmus of <a href="http://www.mediabistro.com/National-Geographic-Adventure-profile.html"National Geographic Adventure give their opinions to moderator Cindi Leive of Glamour on what it takes to win both the digital and traditional awards, arguably the most prestigious in the industry. All three of the panelists have both judged and won previous magazine awards.

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— DIANE CLEHANE

As much as we enjoy observing the social customs of the various media tribes during our Wednesday lunches at Michael’s, we jumped at the chance to mingle with the natives last night as they roamed free from the pecking order in the dining room. Michael McCarty threw himself quite a blowout to celebrate 20 years at 55th & Fifth, and a few hundred of his closest friends came out to mark the occasion.

By the time I arrived a little after six there was a line out the door where I crossed paths with my good pals — and Michael’s stalwarts — Lisa Linden and Nielsen’s Gerry Byrne. “I thought I’d get here early and beat the crowd,” Lisa told me. Nothing doing as we inched our way into the packed dining room. A camera crew from LX New York was there as the man of the hour personally greeted each guest at the door with a slap on the back (for the guys) and air kisses (for the gals). Michael’s wife, the talented artist Kim McCarty, whose artwork adorns the restaurant’s walls, beamed with pride. Just another fabulous night out in New York …

Here’s a rundown of the ‘cool kids’ who finished their homework in time to make it out Wednesday night.

Glamour editrix Cindi Leive (loved the leopard!) was chatting with attorney Lorie Almon (“She knows everybody!”) about next Monday night’s Women of the Year awards. Thanks for the invite; we can’t wait. When I asked Cindi what keeps her coming back to Michael’s she told me, “I like the food; I don’t even have to look at the menu. And I get to see people in my world, so I can check off that box. I’m a creature of habit.” Makes sense to us.

The fabulous fashionista, Fern Mallis sailed by, and I just had to ask her whether she’d heard if there was going to be another season of her reality show, The Fashion Show with Isaac Mizrahi. No word yet from Bravo, says Fern. Stay tuned.

I stopped by the bar to say hello to HarperCollins’ David Hirshey and my old friend Michael Solomon, and we got into a lively discussion about our mutual obsession with Mad Men. The show’s season finale airs Sunday, and we’re all on the edge of our seats wondering if desperate housewife Betty will leave her unraveling husband Don Draper for that irksome Henry Francis. We decided that if it were up to us the couple would stay together unhappily ever after, but chances are series creator Matt Weiner has something else in store. Michael, who I got to know when we were both working for TV Guide, now toils for The Daily Beast as features director. After some catching up, we had a nice OTR chat about the good old days when people could still make a living as print journalists.

When I bumped into Investigation Discovery honcho Henry Schleiff, I offered my congratulations on his network’s new show, On the Case with Paula Zahn, which is garnering some good reviews. Kudos!

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— DIANE CLEHANE

The power lunch lives! While budgets are being slashed all over town, if the media mavens at the top are feeling the pinch, they’re determined not to show it. For the past several weeks, I’ve noticed that Michael’s is back to its pre-Great Recession level of buzz with a packed dining room. The regulars were out in force today along with an impressive array of captains of industry who were no doubt doing a lot more than catching up with old pals.

I was lunching today with Andrew Heyward, who I got to know during his tenure as president of CBS News. Andrew is busier than ever these days consulting for a full slate of companies including Monitor Group and NBC News. I asked him how he felt when the New York Supreme Court’s appellate division threw out Dan Rather‘s $70 million lawsuit against CBS last month. “I’m gratified by the appellate court’s unanimous decision to dismiss the case,” he told me. “I hope this is an opportunity for everyone involved to move on once and for all.” Not everyone seems to share that sentiment. Dan’s lawyer, Martin Gold, told TVNewser he plans to appeal.

Here’s the rundown on today’s crowd:

1. Producer Nick Simunek with, we’re told, a table full of showbiz types including the fellow who wrote Love At First Bite.

2. Peter Brown, Shirley Lord, and two other distinguished gentlemen we didn’t know.

3. ‘Mayor’ Joe Armstrong and Glamour editrix Cindi Leive. Second seating: ICM’s president Chris Silbermann.

4. Showtime’s main man Matt Blank and attorney Alan Grubman. I caught up with Matt on the way out, and we chatted about Toni Collette‘s Emmy win for The United States of Tara. I also asked about one of my favorite shows, The Tudors. Matt tells me they just wrapped production and the show promises to deliver plenty of royal drama in its final season. We’ve been hearing rumors that Showtime’s next dysfunctional dynasty to receive the star treatment will be the Borgias. We can’t wait!

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