The idea for Prss came after entrepreneur Michel Elings and longtime travel writer and photographer Jochem Wijnands constructed their own iPad publication called TRVL. They had been using an iPad conversion platform WoodWing but became fed up with what they saw as its limitations. The platform is based off InDesign, which they felt made it inherantly print-centric.

Prss instead utilizes Apple’s native Core Text, which communicates the text as text and holds places for the images, which load from the cloud as you read each article.

Among the other features: Users can tap on images and they will appear on a map using Apple’s map API. Voice-over capabilities read the Core Text (as opposed to text rendered as JPGs) aloud for those who are visually impaired. Share Sheets enable all of the content to be shared over a variety of social media. Elings says that Prss will soon incorporate other native iOS capabilities.

More like Aldus Pagemaker than Blogging, it sounds.