US Magazines Try Interactive Content The Marketing Association Of Australia And New Zealand

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US Magazines Try Interactive Content

A number of magazines have previously experimented with making their advertising pages digitally interactive, US magazine Woman's Day has gone a step further and made its editorial pages interactive as well

US Woman's Day is inviting readers to send in pictures from their mobile phones to get coupons and other promotions.

In Woman's Day's first interactive issue, in October, mass retailer Target sold several thousand necklaces thanks to a snap-enabled editorial that featured the jewellery. Readers who snapped pictures of the page received a link to a Target-branded mobile web page created by Woman's Day where they could buy the necklace.

Woman's Day's mobile program, which involved 10 advertisers and 12 interactive editorial units, delivered more than 200,000 snaps, In 160,000 of those cases, readers took further action on a mobile site, such as entering a sweepstakes or signing up for more information. The magazine has a 3.8 million circulation rate base and a readership of 23 million.

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