Update: Field Sells wrote back this afternoon to add even more information. It turns out that by "developed in house" what was really meant was that Installation Magazine was built using the Mag+ platform.
This post will serve as an update to yesterday's post about the new tablet edition of Installation Magazine, the Los Angeles-based art scene magazine.
Stuck in my spam folder was an e-mail from Field Sells, the creative director of Installation, who provided some information on the app's development.
"Installation Magazine was developed in house by our digital publishing company, Installation Media, with HTML5 as a core along with several licensed codes made by independent developers we contracted and/or licensed," Sells wrote. (See update at the top.)
The team worked with the Adobe DPS and WoodWing solutions but ended up developing on their own.
"We're currently hosting our binary with Amazon for superfast and reliant delivery to our readers devices, while hosting our other content (website, client log ins, ftp) with Media Temple and Viewbook. They serve as our domain registrar and hosting servers only," Sells said.
Installation Media LLC will be working with clients, galleries, artists and creative firms, as well, all under the company's name.
One question that I had was whether the appearance of the tablet edition inside Apple's Newsstand would mean the end of the print edition – apparently so.
"Installation was designed from the ground up specifically for the iPad," Sells said. "We originally launched Installation as a limited edition, signed, print based publication. While developing for the iPad as a complimentary product to our print mag, we realized that the digital counterpart was superior and one of the only ways to truly create a visceral and exciting experience with the art showcased."
"So we immediately decided to end our future print magazine and solely focus on the tablet based mag, something we think is the future of magazines, especially the art magazine. For the first time, performance art, light installation and video artists can have their work actually embedded into the mag, so a reader can be fully immersed in the experience," Sells wrote me.
Issue number two will be feature over 200 artists and more interactive elements, Sell said. It will be priced at $2.99 in the app, with an annual subscription available for $9.99. Supplemental issues are also planned with cooperation with local institutions and artists.
The Installation Magazine website says it is powered by the Rotterdam company Viewbook. I inquired yesterday as to whether Viewbook, which provides digital portfolio solutions for photographers, artists of all types, and companies, had anything to do with the new magazine app (no).
But Alrik Swagerman, co-founder of Viewbook, was good enough to respond to my inquiry. During our e-mail exchange I asked Swagerman about what the new iPad might mean for digital portfolios and other media products on the tablet.
"The higher resolution display will bring the 'daguerreotype' sharpness (ca. 1900) to the digital screen, which is pretty amazing if you realize that that is pretty much as sharp as the human eye can see," Swagerman said.
Swagerman also said that the higher resolution of the new iPad, and presumably future Macs, will have an "impact on the way images will be shot, prepared for the web, etc..."
Viewbook also has an iPad app available in the App Store, Viewbook Portfolio, that allows you to create mobile portfolios through the Viewbook.com service.