Italians love their mobile phones, with 88 million subscriptions for a population of 60 million.* To keep its highly mobile readers engaged, Panorama, one of Italy’s top weekly newsmagazines, is connecting its physical and digital media by placing Microsoft Tags alongside editorial and advertising content. Panorama’s 300,000 readers can scan the Tags with their smartphones and instantly access related video and audio files.
Panorama switched to Microsoft Tag after using QR Code for a year, because it believes Tag is easier to use and provides faster web connectivity. Its parent company, the Mondadori media group, plans to extend Tag technology beyond Panorama to its other magazines and is also offering Tag to advertisers.
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Thinking of adding mobile content to your publication? Take a look at these ideas.
* Bloomberg Businessweek, Feb. 13, 2011.