Magazine article Folio: the Magazine for Magazine Management

Beyond the Barcode: Combining Print and Mobile Platforms: Consumer and B-to-B Publishers Take the Next Step with Mobile Promotions

Magazine article Folio: the Magazine for Magazine Management

Beyond the Barcode: Combining Print and Mobile Platforms: Consumer and B-to-B Publishers Take the Next Step with Mobile Promotions

Article excerpt

WHILE A LOT OF PUBLISHERS continue to experiment with 2-D barcode technologies in print to provide readers with some type of added Web or video content, a pair of publishers are pushing the concept further.

In its September issue, Marie Claire is offering a "Shop the Ads" program that leverages services from advertising technology company Pongr. Consumers can use mobile cameras to share images of designated products across social networks as well as request information on the product from the brand or contact editors. The promotion doesn't use bar codes, apps or require consumers to have a smartphone.

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"We wanted to make our pages even more shoppable," says Marie Claire vice president/publisher Nancy Berger Cardone. "We met with other vendors but they usually had to embed a barcode into the page which advertisers didn't want, or consumers had to download an app, which added another step and was a disincentive for our readers."

Twenty-seven pages in Marie Claire's September issue have been designated for the program, featuring more than 200 products from brands such as Armani. During the program's first week Marie Claire received 3,000 responses.

Advertisers can customize the message they want to send to consumers, ranging from straight product information to retail locations to connecting buyers with a sales person. Currently, Pongr charges a flat upfront fee but will be implementing a cost-per-click model.

Marie Claire offered "Shop the Ads" as a value-add to advertisers while asking for incremental business throughout the year. "Anything to give advertisers the metrics to show that their advertising is working and women are responding to their creative is a good thing," says Cardone.

Summit Publishing Offers Embedded Watermark

For its July/August issue, Summit Publishing Company's Healthcare Packaging partnered with New Jersey-based Catalent Pharma Solutions--a provider of technologies and services to the global pharmaceutical, biotechnology and consumer healthcare industry--to include an embedded watermark on the cover of the magazine. …

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