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Macy's launches shoppable slideshow for iPad

Interactive product company Zinio, which converts magazines to digital editions, has handled the adv

The US fashion retailer Macy's has launched a summer catalogue in the form of a shoppable slideshow on the Apple Tablet this week. Macy's 60-page print catalogue has been converted into a two-page spread that is embedded with a 20-page slide show, with links to shop at Macys.com.

The advertisement runs on the digital editions of 20 titles such as fashion magazines Elle Decor and Marie Claire. Nicholas Pavach, vice-president, advertising sales and custom publishing for Zinio, said it was a unique idea to use magazines to launch a catalogue.

The catalogue with Flash support is available in its full form on the digital editions of the magazines, but appears as a smaller, non-Flash version on the iPad.