UT aN Veh Magazine ®YuDuCase Study: Launched in 2002, Runway Magazine is focused on the cutting edge of fashion. Featuring editorial such as, “The It Girl's Guide to Shopping in NYC,’ Runway strives to present readers with all that’s new and fresh about fashion. The magazine has 32,000 print subscribers and thousands of additional digital edition subscribers. Runway publisher Vincent Mazzotta originally founded the magazine as a marketing mechanism for his family’s beauty supply company, Runway Beauty (which, for the first several years of the magazine's existence, was its only advertiser). When by serendipity the company’s trademark was used in the 2006 movie, “The Devil Wears Prada,’ Mazzotta saw a dramatic spike in online searches for the magazine, and decided to capitalize on the interest by transforming it to a full-fledged, ad-supported fashion magazine. 2 runway [ie a KU YUDU MediAfter several years of growing subscriptions to its print and digital editions, Mazzotta decided to expand his delivery channels to make sure readers could get Runway any way they wanted. Enter the iPad. ..fecalls Mazzotta. He initially explored newsstand models of iPad publishing - considered by some to be the easiest route - but his experience in using a newsstand model for Runway’s digital edition was that it was easy for the brand to get lost in the sea of publications. He also felt strongly that Runway needed to be in the Apple App Store to maximize exposure to iPad owners, rather than available through a third-party newsstand. So he decided to work with YUDU Media on a branded iPad App. www.yudupro.com