Nice, Self. See that at the bottom of the first image? A tappable web throw in Self’s iPad edition. A built-in form would be cool, too. And below that, the second image shows a live Twitter feed built into the design. Readers can tweet their reaction with the appropriate hashtag and it will show up. (Not sure if it’s being moderated but there’s a lot of spam potential here – thought it won’t happen until numbers are high enough.)
Gimmicky? Maybe a little. But this is what we’re talking about when we say it’s important to be part of the web with digital editions, not just on the web.