Ralph Lauren Buys Solo Sponsorship Of NY Times iPad App For September (AdAge/ MediaWorks)

Polo Ralph Lauren has bought a solo sponsorship of the New York Times iPad app during September, providing free access to five sections and running ads that, among other things, will provide the only live video of its Fashion Week runway show Sept. 15. NY Observer/ Betabeat: Remember the good old days when the whole family would gather for a lazy Sunday brunch and haggle over their favorite sections of The New York Times? Well, with paper going the way of the dodo, the folks at the NYT’s R&D lab have built the next generation of new media reader for you and your closest kin. Meet what we’re calling the Times Tablet Table, a giant touchscreen that lets the whole clan read and share right from their furniture. Nieman Journalism Lab: It’s based on Microsoft’s Surface technology, modified by the R&D lab to create a Times-oriented user experience that reimagines the old “around the breakfast table” reading of the paper. In the demo, news is both highly personal and highly social, and the line between “consumer” and “news consumer” is a thin one. Ads look pretty much the way we’re used to them looking, but they’re also integrated into the tabletop flow of information. ReadWriteWeb: An interesting semantic Web experiment went live this week, called Longitude. As the name suggests, it presents a geographical interface for accessing content from the Times. It uses the Times’ large store of metadata, along with linked open data from the Web.

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