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Woman’s Day to Debut Mobile Issue

Hachette latest to add mobile access to print magazines.

By Vanessa Voltolina

In the footsteps of magazines like Men’s Health and SmartMoney, Hachette Filipacchi Media U.S. has created an interactive edition of Woman’s Day featuring expanded editorial and advertising content readable over cell phones.

The issue includes 10 feature stories and 12 advertisements that utilize technology from Glendale, California-based mobile search company SnapNow. Using cell phones equipped with a camera and Internet access, readers will be able to take a picture of small icons throughout the issue that will automatically load a site with more content, Hachette says.

To assist its less tech-savvy readers, Hachette will send an e-newsletter to Woman’s Day subscribers with step-by-step instructions on how to use the mobile technology. The issue (November) hits newsstands Tuesday.

“The issue’s customized, interactive features advance our mission to provide the best tips and tools to help our readers live well every day,” editor-in-chief Jane Chesnutt said.

Last month, Hearst launched the Text4More program for SmartMoney magazine. Starting with the October issue, the program allows readers to use their mobile phones to text a code and receive a PDF over e-mail with additional editorial content from the magazine’s feature stories.

Earlier this year, Wenner Media’s Rolling Stone (May issue) and Rodale’s Men’s Health (July/August issue) utilized technology from Palo Alto, California-based image recognition based mobile marketing company SnapTell that allowed readers to access customized mobile promotional messages and offers from their advertisers.

By Vanessa Voltolina


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