Photographer launches iPhone-only style mag

Here to save those who are tired of listening to music, making calls, playing games, organizing their lives and waving light sabers on their iPhones, PMc is the world’s first paid, iPhone-only magazine. Named after its creator–noted nightlife photographer Patrick McMullan–the bi-monthly title is pronounced ‘Pee-Mick’ and is the property of New York-based Hot Phone Hit Factory. PMc’s target audience of style-conscious readers can download the mag from the iPhone App store for USD 0.99. Like other new magazine concepts Issuu and MagCloud, PMc holds a large advantage over conventional publications by escaping large and costly print runs. And although it might be less glossily satisfying than a printed mag, the digital format eliminates transportation and waste, and can be purchased and carried wherever the reader goes, no matter how small his or her it bag is. Although it’s a first, don’t expect PMc to be the only magazine of its kind. The iPhone’s low-cost platform presents a low-risk testing ground for new publications, with a convenience factor that could encourage established brands to reach out to customers in new ways. Spotted by: Ruben Trist