It's had a fair bit of hype and now you can see for yourself if it lives up to it.
Richard Branson's Virgin group has released its iPad-only magazine called "Project".
The reader app is a free download in iTunes, then you must download the first edition at £1.79/$2.99.
It promises a multi-media experience so I've nicked a video of the app in action from recombu.com.
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