In addition to Lucky, Seventeen and Runner's World, NearbyNow has launched Condé Nast Brides magazine. (Consider this to be a prelude to many more Condé Nast magazine mobile app launches.). The app is similar to NearbyNow's original Lucky Magazine iPhone app. It allows brides and interested others to browse wedding dresses and related apparel. They can make an appointment to try on a dress at a local bridal shop, buy online and/or email images of the dress to friends and relatives.

The target audience is reportedly affluent female iPhone owners between 20-35 years old. Here are some screens from the app: 

The app also features advertising sold by Brides magazine.

NearbyNow is shifting more of its resources into developing apps like this for magazine publishers. NearbyNow CEO Scott Dunlap recently told me that there was considerable demand from these traditional publishers, some of whom where already making good money from ads that they were sellling into these iPhone apps. It's impressive to me that these traditional publishers, otherwise considered perhaps to be digital laggards are leapfrogging brands and other types of marketers by so aggressively embracing mobile. 

As one of the benefits of working with NearbyNow the company already has retailer inventory information and so can locate the item in stores and enable consumers to reserve it for purchase in the store later on. 

Here's some additional discussion from Mobile Marketer.