The Scotch Malt Whisky Society (SMWS) has unveiled a fully interactive iPad version of its award-winning members’ magazine Unfiltered – the first of its kind on Apple’s global Newsstand platform.
As well as offering some previously unseen content for the Society’s 26,000-strong membership, Unfiltered on the iPad also opens the magazine up to non-members, with videos, interviews and features, 360-degree photography, interactive maps and hidden extras for the curious of spirit.
SMWS teamed up with incumbent customer publisher Connect Communications to develop the cutting edge publication, designed from the ground up to take full advantage of the iPad’s capabilities. The result is as beautiful as it is useable, showcasing the creative photography and industry-leading writing that have become Unfiltered’s stock in trade.
Commenting on the launch, Unfiltered editor Kai Ivalo said: “Our vision for Unfiltered on the iPad was to reflect the excitement, adventure and curiosity which comes with a love of great whisky. Like a good dram, it impresses from the first nosing, but also has hidden depths for those prepared to explore.”
Richard Croasdale of Connect Communications added: “We knew from the outset that we wanted to avoid a flat reproduction of the print magazine – our readers expect us to be more imaginative. So we’ve fundamentally rethought what Unfiltered can be and how readers can interact with it. It’s been an exciting journey and we’re confident that Unfiltered has once again set the benchmark for its peers.”
Unfiltered can be downloaded now through iTunes or directly through Newsstand on the iPad. Search for ‘Unfiltered’, or visithttp://itunes.apple.com/gb/app/unfiltered/id525768278?mt=8