It’s been all about publications and making them more mobile this week (and I don’t mean by downsizing them so they fit better in your handbag or backpack). As more publishers supplement their magazines with digital content, it has become increasingly important to tap into the mobile world. Microsoft Tag helps publishers to link editorial and ads to rich online content, videos, contests and more. So let’s bring our week focusing on the publishing industry home by looking at the latest Tag implementations from the magazine world.
SI continues to use Tag in “franchise issues” as well as having used Tag throughout its 2011 Swimsuit issue. Tag is currently part of an ongoing series called “Inside College Football.” Readers who scan Tags on the pages of the issue are linked to exclusive videos of interviews with college football coaches and players. The advertorial is sponsored by Nissan.
Christian Science Monitor
The publication is now using multiple Tags permanently. The content includes Tags that scan to blog postings, photo galleries and videos. The Christian Science Monitor is also planning to implement a scan-to-buy feature in the near future.
One of the faster growing publications at Time Inc., Cooking Light recently implemented the “Celebrate Great Taste Sweeps,” which allowed readers to enter by scanning a Tag in the issue. The Tag resolved to a “Chef Billy” video and then users entered to win a shopping spree via a mobile optimized site.
ESPN The Magazine
This is the magazine’s second Tag implementation. This particular one is being used to drive paid subscriptions to “ESPN Insider.” The publication is also adding Tags to its mailing cards so readers can simply scan to subscribe.
Do you scan Tags in magazines? Let us know with your comments below or on Facebook or Twitter.