Sports Illustrated unveiled a demo version of its new HTML5-based magazine at the Google I/O conference in San Francisco on Wednesday.
The demo version's layout is similar to a print publication and features embedded plugin-free video, print-like fonts, drag-and-drop buttons and a pop-up navigation bar.
The digital edition of the US sports magazine also features a contextual circle menu that allows readers to share it on social networks or quickly move to related articles.
Readers can drag stories around in the table of contents to rearrange their order, just like in the tablet app. The pages feature embedded videos which can be saved and viewed later.
A Buzz widget allows Google to follow the thread of a conversation, letting readers know what others are saying about the story.
The magazine did not specify when the HTML5 version would arrive in the market.