Seems their move to move readers to the e-mag wasnt going so well – so they are bringing digital to their PRINT version and having great success.
IS a cellphone the key to a Glamour reader’s heart?
The Condé Nast magazine is hoping that readers will use their cellphones to connect to additional digital content through mobile codes. For example, readers intrigued by the pop star Rihanna — and who want to know more — can use their phones to interact with a Facebook logo on the September cover issue and access a video of the singer answering questions about her life. Inside the issue, they can point their phones at more logos to learn about discounts, giveaways and other offers from the magazine and advertisers.
Readers can also immediately “like” the magazine or “like” an advertiser’s page and have deals delivered to their mobile phones.
“Our theme is social networking across the board,” said Jenny Bowman, Glamour’s creative services director. “Social is so huge that we wanted to take it to the next step and make it seamless for our audience.”
Glamour’s effort is part of a push by beauty and fashion magazines, which have long relied on lush advertisements and spritely content to keep audiences faithful, to assure that digital-era readers come back for more. Many women’s magazines, particularly at Condé Nast, struggled to capitalize on their readership when they began migrating content to the Web.
Continues at: A Magazine Bets on Readers Playing Tag – NYTimes.com.
Related articles
- Glamour Looks To Mobile And Social For September Print Promotion (paidcontent.org)
- Condé Nast Digital Mags Drew Nearly 250K Downloads Since May (paidcontent.org)
