©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Publishers are literally driving engagement between the print product and digital platforms by linking print magazines directly to smartphones. The idea aims to neutralize the “either-or” aspect of print and mobile and merge the strengths of both.
“We’re connecting print to mobile because we believe we’re well poised with our demographic—they are glued to their phone,” says Jason Wagenheim, vice president and publisher of Teen Vogue. “We did a study earlier this year that found that 9 out of 10 of our readers are shopping with their mobilephones. They’re not just making purchases, but using their phone while they’re shopping, searching for coupons and texting friends photos of dresses when they’re in a store.”