TouchPad-Only Magazine ‘Pivot’ To Debut With Tablet, Produced By HP Itself

HP (NYSE: HPQ) must be tiring of all the news about Apple’s strength in the tablet market, and trying to get its own name out in front: to coincide with the launch of its own TouchPad tablet in July, the company is taking matters into its own hands: it will produce its own TouchPad-only magazine called Pivot.

When I interviewed Richard Kerris, the VP of developer relations for HP, several months ago, he hinted to me that HP was working on a new and different way for people to discover apps in the WebOS store — a way that would be attractive to developers and offered more than the usual app storefronts you tend to see today. This looks to be at least one of product of that work.

A spokesperson tells us that Pivot will be “entirely original content” that will be presented as a “wrapper” around HP’s App Catalog.

The free magazine will come out monthly to start — updated over the air for TouchPad owners– and the spokesperson says it will be “produced by professional journalists who’ve worked for a variety of publications, including The New York Times (NYSE: NYT), The Wall Street Journal (NSDQ: NWS), Vanity Fair, Fast Company , New York magazine, Harper’s Bazaar, Tattler and more.” The idea, she says, will be to showcase apps but that the articles will be about technology, lifestyle, sports and other subjects that are touched on by those apps.

The editor has not been named, nor is it clear whether apps developers will be offered a chance to pay for advertising, as in an ordinary magazine. Readers will be able to tap at the bottom of any page to go to return to the main store.

Pivot, according to a news release, will be published in English, German, French and Spanish and will feature special content catered to each market.

The WiFi-only TouchPad is set to go on sale in the U.S. on July 1, with the 16 Gigabyte version selling for $500 and the 32GB version selling for $600.

The device launches on July 2 in the UK, Ireland, France and Germany; and on July 15 in Canada, with further countries getting the device later in the year.