Grazia readers witnessed their magazine literally come to life in March this year with a media first - the "walk-in talking magazine". The magazine, viewed through any smart phone, used augmented reality (AR) to enable Florence from Florence and the Machine to step off the page and sing the hit song "You've got the Love".
Grazia then used the same technology in editorial - avid readers can view shoes from every angle, and can control fashion editors as they talk through their picks from the new season. No fewer than six augmented reality experiences were published, including Banana Republic, the only advertiser to get involved, with a video of their Spring collection embedded in a DPS.
Grazia are not alone of course with other titles now embracing this technology, Wired Magazine, for example produce an i-pad version that allows advertisers to show their products from all angles and embed video content into what in the past would have been a static ad. Watch this video link to find out more.
All exciting stuff but does this offer value for the reader? Results aren't through as yet but we welcome these advances, and think that if the reader can pay their £2 for a weekly magazine and easily access more or special content online or on their i-phone, it will encourage pick up and loyalty to the title.