When almost all of your readers have been found to peruse your monthly magazine with a smartphone within reach, deciding to make the two media work together is pretty much a no-brainer. Getting there is another matter altogether. For the last six or seven years, magazines have tried all kinds of mobile activation methods and scenarios, from early image recognition technology to SMS prompts beside articles to Microsoft Tags, QR codes and more recently watermarking. But beyond settling on a print-to-mobile technology, the challenge has been developing a coherent editorial and advertising strategy for mobilizing the page. House Beautiful, which discovered that 90% of its reader have their phones nearby when reading the issue, is arguably among the most advanced in pulling together the technology with an editorial mission and ad strategy for mobile activation. According to Kate Kelly Smith, SVP, publishing director and CRO Heart Design Group, they call the model “Live Paper,” and it showed its promise from the July 2011 issue when editor Newell turner first used the Digimarc watermarking technology on some editorial pages.
Tuesday, November 6, 2012
House Beautiful: Mobile Activations
http://www.minonline.com/news/House-Beautiful-Mobile-Activations-Have-Changed-This-Magazine_21420.html
When almost all of your readers have been found to peruse your monthly magazine with a smartphone within reach, deciding to make the two media work together is pretty much a no-brainer. Getting there is another matter altogether. For the last six or seven years, magazines have tried all kinds of mobile activation methods and scenarios, from early image recognition technology to SMS prompts beside articles to Microsoft Tags, QR codes and more recently watermarking. But beyond settling on a print-to-mobile technology, the challenge has been developing a coherent editorial and advertising strategy for mobilizing the page. House Beautiful, which discovered that 90% of its reader have their phones nearby when reading the issue, is arguably among the most advanced in pulling together the technology with an editorial mission and ad strategy for mobile activation. According to Kate Kelly Smith, SVP, publishing director and CRO Heart Design Group, they call the model “Live Paper,” and it showed its promise from the July 2011 issue when editor Newell turner first used the Digimarc watermarking technology on some editorial pages.
When almost all of your readers have been found to peruse your monthly magazine with a smartphone within reach, deciding to make the two media work together is pretty much a no-brainer. Getting there is another matter altogether. For the last six or seven years, magazines have tried all kinds of mobile activation methods and scenarios, from early image recognition technology to SMS prompts beside articles to Microsoft Tags, QR codes and more recently watermarking. But beyond settling on a print-to-mobile technology, the challenge has been developing a coherent editorial and advertising strategy for mobilizing the page. House Beautiful, which discovered that 90% of its reader have their phones nearby when reading the issue, is arguably among the most advanced in pulling together the technology with an editorial mission and ad strategy for mobile activation. According to Kate Kelly Smith, SVP, publishing director and CRO Heart Design Group, they call the model “Live Paper,” and it showed its promise from the July 2011 issue when editor Newell turner first used the Digimarc watermarking technology on some editorial pages.
