BREAKING NEWS & VIEWS
"Esquire" Turns Print Mag ‘Interactive’ This Month
Wednesday, November 14, 2012
Some pages of the December issue will also pop into the app multimedia enhancements of the page, which also can be shared. Every page of the magazine allows for some sort of digital interaction via the app, which does not require any mobile 2D code or watermark to work.
There will be m-commerce activations on some items as well. Enhancing its issue theme of “American made” by activating the Great American Things Collection of curated items. Readers can use the app to buy any of these American-made gifts directly from the Made Collection, which partnered with Esquire and Netpage on the project.
Lexus will be the first advertiser to use the interactive magazine technology to enhance an ad. The two-page spread in this issue advertises the 2013 LS F Sport snaps into an animated form on the app and then delivers the TV spot for the car’s campaign.
Esquire says that going forward every issue will be enabled for Netpage interactivity, and other unspecified magazines in the Hearst line will be adopting the technology in 2013. The magazine has a long history of experimenting with merging technologies in its pages. It has featured augmented reality in previous issues, innovative fold-out covers and signature video covers of its digital editions for tablets.
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