Gram magazine, which covers the lively food culture in Melbourne, Australia, is releasing an interesting implementation of Microsoft Tag. According to editor Roberto Cea, the idea is to use Tag throughout the magazine to transform it into a printed portal for the web. I was lucky to catch a few minutes of Roberto's time for a few questions about his use of Tag.
Tag: Why did Gram choose Tag?
We chose Tag because we found this code platform to be the quickest and easiest to use. Additionally, we found the codes to be the most “forgiving” – meaning that even when the phone's camera couldn’t focus properly on it, it was still able to scan. This told us that people with older phones, that don’t have autofocus, would have a more satisfying scanning experience. These types of older phones are still in circulation, and probably would be for a while. The fact that there is just one app for one type of 2D code is appealing to us as well, as we feel it’s less confusing for the non-tech-savvy. Being free for our readers to download helps also.
Tag: What is the experience behind the Tag and why?
The experience is predominantly as a hyperlink tool for the print medium. Our focus is on directing our readers to interesting articles we’ve found online about food culture in Melbourne. We’ve positioned ourselves as a printed website that directs its readers to articles our editorial team find interesting, useful, and positive. We provide our readers with a quick description about the tone of the article we like and then encourage them to read the full article directly at the source via their phones. From our advertisers’ point of view, we've provided them with a forum in which they can participate in providing their own Tags to our audience to create a more interactive and immediate marketing communication.
Tag: Who are you targeting?
We are targeting quite a wide demographic, which is typical of the food and drink market in any city. More specifically though, we include inner-city workers, dwellers, and people associated in the hospitality industry. We have also aimed this magazine toward tourists who would like to know great places to eat, drink, or shop for food. It is a free magazine distributed to over 1,500 public cafes, bars, restaurants, and stores in the inner-city region.
Tag: How have readers responded to your Tags?
We haven’t launched, so we’re not yet to be able gauge that response, but feedback from our advertisers has been positive and enthusiastic.