Magazine article Folio: the Magazine for Magazine Management

Getting the Most out of Action Codes: The Connection between Print and Digital Is Leaving the Experimentation Phase as Publishers Develop Concrete Insights on the Technology's Best Practices

Magazine article Folio: the Magazine for Magazine Management

Getting the Most out of Action Codes: The Connection between Print and Digital Is Leaving the Experimentation Phase as Publishers Develop Concrete Insights on the Technology's Best Practices

Article excerpt

Integrated action and experience codes within the pages of a magazine are just one of the many ways publishers are connecting print to digital. As the technology gets used more, publishers are identifying what works and what doesn't.

Bonnier's Popular Science launched PopSci Interactive, which affords users the ability to engage with the print product through a free app. Instead of driving users to a Web page with something like a QR code, the PopSci Interactive app allows users to see specific print content come to life, like a video or photo slideshow.

"Editorial is where we feel it's important to have unique enhancements and we launched [the app] with some short videos," says Steven Grune, vice president, group publisher, Bonnier Technology Group. "We alerted consumers to how to utilize their smart device to experience some enhanced editorial. That gave us some learnings that were very good."

Grune says the app's look on-page and the call-outs to audience were important in its success. After its soft launch in June the brand flagged the app on the cover of the magazine and included a full-page promotional table of contents that high-lighted both the editorial and advertising that could be enhanced.

"There needs to be a comfort level for consumers in terms of understanding what the PopSci Interactive app means when it's on an editorial or ad page," he says. "The individuals who are going to utilize a device to enhance the experience with the print product are, in essence, your best and most engaged consumers because they want to know more about whatever topic you're speaking to. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.