Printing Gets More Interactive

Strategy: Magazines Find Success With Interactive Content

Woman’s Day magazine has gone beyond other magazines’ advertising-focused experiments with digital interactivity by adding interactivity to its editorial pages as well, providing extra enticements for its print-edition readers. Pages adorned with an icon indicating that they are “snap-enabled” allow readers to digitally photograph them and send the images to a designated address in order to receive coupons, sample offers, or other promotions.

One of the magazine’s advertisers, the large retail store Target, says it sold thousands of necklaces with the help of a snap-enabled editorial featuring the jewelry in Woman’s Day’s October issue, the first to be made interactive. Woman’s Day is planning four interactive issues for this year, according to Carlos Lamadrid, senior vice president and chief brand officer for Woman’s Day Brand Group.

“It allows advertisers to engage the reader in another way, and allows them to get a greater sense of return on investment,” Lamadrid says.

In order to ensure that readers knew how to use the snap-enabled pages, sections at the front of the magazine were used to instruct them on how to use their mobile phone cameras to get offers and promotions, and the related advertising pages made clear what they would get in return for their photos.

Another magazine, GQ, used similar concepts last year for advertisers Gillette and Maserati, in which Gillette distributed samples of new products while Maserati was promoting a viral digital promotion of a study indicating that the sound of a Maserati engine creates a biological response in women.

Meanwhile, Coty has sought to build its brand resonance with women via a snap-enabled ad campaign for Gwen Stefani Harajuku fragrances by allowing readers to choose between a ringtone of Gwen Stefani music, a free sample, and a quiz to see the fragrance most suited to their personality, based around a set of characters inspired by fashionable girls in Tokyo’s Harajuku district.

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