Mario Testino / Courtesy of Vogue

If you're the owner of an iPad and willing to pay 99 cents, you can have access to more Gaga than you'll get in this month's print version of Vogue's Power Issue and even more than you'll get in the typically multimedia-friendly online version.

The Vogue Cover Exclusive App will be available in the iPad app store for the first time from midnight Wednesday, EST. The app, which focuses only on the magazine's cover story each month, launches with Lady Gaga shot by Mario Testino.

Vogue's stated goal is to make each cover story a "more personal user experience."

The app will have the full text of the cover story, exclusive video from the photo shoot (which hopefully explains Gaga's bleached eyebrows) and author Jonathan Van Meter's audio diary, which sounds a bit like the director's commentary on a DVD.


What makes this move exciting is that Vogue is trying to offer something different to the iPad consumer and creating a platform to do that. Additionally, they are creating an additional branding opportunity for advertisers. The March editon of the Cover Exclusive is sponsored by MAC Cosmetics.


"Who
 better
 to 
star 
in 
Vogue's 
debut 
on 
iPad 
than 
the 
media‐savvy 
cultural 
juggernaut 
that 
is

Lady 
Gaga?" 

Vogue editor
 in chief Anna
 Wintour said in a release.


"With
 the
 Cover 
Exclusive 
app,
 we have 
created 
a 
custom
 brand
 of 
journalism 
targeted 
at 
the
 Twitter 
generation -- a 
digitally 
enhanced
 version
 of 
our 
cover
 story, 
with 
exclusive 
video, 
audio,
 and 
photographic 
out-takes."


Download it yourself and decide if this is a value-add you'll budget for each month.
 It
 is
 available 
from
 the 
App 
Store 
on 
iPad,
 or 
at Vogue.com/coverapp.