February 20, 2013

Time Inc.’s Real Simple is placing mobile at the guts of a recurring front-of-book section that uses image recognition to bring static pages to life.

The scanning technology is being rolled out within the March issue of Real Simple. Digimarc is powering the technology.

“We took the proper of the genuine Simple magazine and layered on interactivity to bring digital to print,” said Kathleen Major, managing editor of Realsimple.com, Manhattan.

“We need to give the reader an experience that’s not a one-and-done,” she said. “Sooner or later we are hoping to have scan technology where the URL is similar, however the content might change everyday.

“In terms of the experience from a design perspective, design is so critical to Real Simple and we would have liked an experience that felt seamless. Previously, we had tested out using tag readers, but here’s the primary large-scale effort using the technology and it sort of feels to work more seamlessly.”

Scanned incentive
Real Simple is mobilizing its front-of-book section The Realist.

To help educate consumers about how the technology works, a whole page on the front of the magazine walks users through it.

First, readers can download the Digimarc Discover application, that is available free of charge on iPhone and Android devices.

Additionally, calls-to-action that feature a picture of a smartphone appear at the nine editorial pages in the section.

With the app, consumers can hover their mobile device 4-7 inches above the page.

The app then loads additional content that ties into the editorial content on each page.

For example, the opener page, which features the very best chocolate bunnies for Easter, links to a page on Real Simple’s mobile site that incorporates more winners.

Socially interactive
Social media also plays a massive role in how Real Simple is leveraging mobile and print.

A trend page about tangerine-colored items directs users to a Pinterest board from Real Simple where users can view more products and click on-through to shop them.

Equipping static print pages with mobile is nothing new for publishers. However, what makes Real Simple’s execution stand out is that each page of the section involves a mobile component.

Additionally, the section could be a recurring a part of the magazine’s print edition.

Although it’s too early to ascertain results, Real Simple is seeing some interesting trends in how readers consume the digital content.

“One thing that we have got seen which is very interesting is that the spikes in scanning are happening on weekends,” Ms. Harris said.

Mobile past
Real Simple has used mobile previously, especially with apps.

For Mother’s Day last year, Real Simple rolled out a mobile app that lets users shop for gifts (see story). 

In 2010, Real Simple launched its No Time to Cook application for iPad, iPhone and Android devices with Sara Lee’s Hillshire Farm because the launch advertiser (see story).

“[Mobile] continues to be not 100% commonplace,” Ms. Harris said. “Relating to the actual Simple reader, we wish to make it easier for her through directions, and the more that she becomes acquainted with it, she can start to expect it.”

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York