Mag+ has launched version 4.0 of its digital publishing platform. Major enhancements include support for Apple iOS 6, and for publishing to Android smartphones and the iPhone, including the iPhone 5.

Publishers use Mag+ to create magazine apps, optimized for iPad, Kindle Fire and Android Tablets. Publishers seeking a wider audience can also capture their share of an Apple and Android smartphone audience of more than 1bn people.

Mag+ has also launched dynamic serving of HTML5 ads into magazine apps built on the platform via the Google IMA SDK. Popular Science+ is among the clients testing this capability with Mag+ now.

“Nearly all advertising in digital magazines is sold and implemented today in the same way as print: it’s created and added to the issue at the same time as the editorial,” says Gregg Hano, Mag+ CEO. “We want our customers to be able to explore every possible revenue-making opportunity, so we’ve been working with some of them to road test dynamic ad serving inside Mag+ issues. We’re seeing great results and we’ll be rolling this out to other clients in the coming weeks.”

Further enhancements in Mag+ 4.0, thanks to iOS 6, include support for Facebook and Message sharing and in-app purchasing, which means that readers can buy any content linked to the iTunes Store, such as music, apps and movies, in a pop-up window, instead of leaving the app to make their purchase.

“The market is moving quickly, with new opportunities to support publishers and advertisers opening up all the time,” said Hano. “Mag+ is working hard and staying on top of what the market wants. We have a loyal, fast growing and innovative customer base, with truly great products that people really want to engage with.”