Fipp's top magazine innovations for 2011 - Media news - Media Week: "The second Innovations in Magazines 2011 report by Fipp highlights how the past 12 months has been dominated by click-to-buy fashion, mobile marketing and fantastical covers – including ones that smell of food or spring to life through video."
...In August last year Hearst's Marie Claire US launched a "snap to buy" feature to accompany the September issue – traditionally the fattest in terms of fashion advertising.
Readers were told to "use your phone to buy your favourite items right off the page", by taking a photo of the item they required by clicking the icon next to it. The picture could then be emailed or sent by text to the publisher, which would reply within 60-seconds, using image-recognition technology, with a link to buy the item.
...Publishers are also testing innovative, sensory covers. South African magazine HIP2B2 printed a magazine cover last November that was intended to smell like chocolate cake, to teach its readers about the wonders of science.
Last June, Condé Nast's Wired magazine created a scratch-off cover to test its readers' ability to resist their curiosity, as part of 'The Great Trust Experiment'.
It was designed to tie-in with a cover story about financial networks that rely on people trusting each other.
...Publishers are also testing innovative, sensory covers. South African magazine HIP2B2 printed a magazine cover last November that was intended to smell like chocolate cake, to teach its readers about the wonders of science.
MH
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