Virgin Tycoon Richard Branson has launched what he says is the "first indeed digital" publication for Apple's iPad.
The publication, called Project, is a monthly type and enlightenment publication that will be sole by Apple's App store.
The publication comes head of an approaching launch of a digital journal is to iPad called The Daily.
The journal is approaching to be launched by Rupert Murdoch's News Corporation.
It is segment of Mr Murdoch's stability efforts to find a tolerable model for his journal empire, that has seen increased contest from giveaway calm on the internet.
In July, his Times journal began to assign customers to access its site, consequent in a 87% tumble in readership online.
At the New York launch, Mr Branson discharged suggestions he was intent in a fight with Murdoch.
"It's not a battle," he said. "It's all about choice, and a satisfactory bit of contest doesn't hurt."
Project features video, sound and links to enlarge features on topics such as a new Jaguar automobile antecedent and the movie Tron: Legacy.
"On every page there will be links to spread the story," the editor-in-chief Anthony Noguera told the AFP headlines agency.
The publication will cost 1.79 ($2.99), but Mr Noguera believes people will pay.
"It's a high quality square of editorial, so you have to pay for it," he said. "This is an costly product to make."
However, greeting to the publication has been muted. Digital media blog Paid content, for example, mentioned it "frustrates with complexity".
Tech blog CNet mentioned that "the articles themselves, together with the messages in the souped-up advertisements for brands similar to Lexus and Panasonic, can come upon as afterthoughts when there's so sufficient audio-visual distraction" already on the iPad.
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