June 19, 2013
Meredith Corp. is rolling out a mobile application that includes augmented reality to let readers unlock additional content from their favorite magazines.
The Mom+ app works with the June and July problems with Meredith’s Parents, American Baby, FamilyFun and Ser Padres magazines. Meredith tapped Nellymoser to assist develop the app.
“About a year ago, we enhanced all of our brands within the Parents Network by implementing responsive design and it was clear from our research that readers enjoyed a continuing experience across brand platforms,” said Carey Witmer, executive vp of Meredith’s Parents Network, Des Moines, IA.
“The Mom+ app is another example of the way we’re investing in new technology to expand the opportunities for seamless brand experiences with our multi-channel brands,” she said
“We believe that our audience of mobile millennial moms is continually multi-tasking with their media including magazines, tablets and smartphones and that by making a single app we will deepen that engagement not just across multiple brands but with an audience of moms who’re within the parent life stage.”
Mobile engagement
Meredith has rolled out the Mom+ app for iPhone and Android devices.
Mobile technology at the pages lets consumers either scan full pages within the magazine or QR codes, tags and digital watermarks which might be placed during the issue.
There could also be additional digital content that may be accessible via the app.
For example, a recipe for blueberry pie from Parents magazine is on the market via the app. There’s also a shoppable guide from Parents with deals on beauty products.
Family Fun magazine then again is pushing out a gallery of photos of barn items via the app.
Kraft is the launch sponsor of the app, which incorporates a placement within the video element of the app. The emblem is promoting its Kraft Singles line of cheeses, which incorporates a 30-second video that shows consumers easy methods to use the company’s products to make cheeseburgers.
There is additionally a mobile-activated ad from Kraft in Meredith magazines.
According to Nellymoser, Meredith is the primary publisher to have a cross-branded companion app for its publications. Other publishers have either a single-title branded apps or integrate into third-party apps.
Publish on mobile
Meredith was within the mobile space for years with initiatives which can be split between digital issues and adorning the print editions.
For example, last year the corporate rolled out eight of its lifestyle magazines to Google Play (see story).
Additionally, the publisher standardized its mobile bar code initiatives in 2011 (see story).
“This app is a part of a bigger trend of mobile-activated media and second-screen companion viewing apps,” said John Puterbaugh, executive vp and chief digital officer at Nellymoser, Arlington, MA.
“In this example the Mom+ app – a mag companion app – provides the editorial team with a vehicle for engaging readers by offering additional and enhanced content. The cellphone acts as a bridge to increase the depth and richness of content they may be able to offer straight from the broadcast page,” he said.
“For the advertiser, they’re able to make their print spend work harder. The advertisements can drive a reader to a physical store, enhance their branding through video, unlock coupons, offer product sampling, drive sign-ups and opt-ins. Mobile-activated print provides a right away option to activate brands and content.”
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York
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