Although it launched in conjunction with the October issue, the app is unrelated to W print editions. It is “a daily offering of exquisite ‘must sees’ and ‘must haves’ carefully curated by the editors of W,“ including exclusive video content. It’s all shoppable and will reward users who are first to share content over social media with designer giveaways.
“The Daily W is an incredible expression of W’s DNA made for a completely different medium. We are very excited about the new daily relationship this app will establish with our readers,” W editor-in-chief Stefano Tonchi said in a statement.
The app is sponsored exclusively by Calvin Klein, which seems to be the preferred strategy for brands dabbling in tablet media. Ralph Lauren bought solo sponsorship of The New York Times iPad app for September.