Updated: ASME Weighs In on Ad Cover Gimmicks
Look out for more gimmicky ad treatments from magazines in the coming months as publishers hunt for revenue in a dismal ad market.
Sources said Esquire is pitching ads that would jump off the page when the magazine is held up to a computer’s Webcam. The augmented reality technology, which has become a popular marketing scheme, would enhance its December Best & Brightest issue focusing on innovation.
Bonnier Corp.’s Popular Science used the technique on its July cover, which when activated, made windmills spin in 3-D.
Hearst-owned Esquire declined to comment on plans for the issue but has told potential advertisers it would be the first editorial-driven use of augmented reality.
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