LONDON, UK: From scratch and sniff to 'sapplets and the magazine as a handbag, FIPP's new Innovations in Magazine Media World Report has it covered... In its section on magazines making a buzz, among other publications around the world it looks at South Africa's Hip2B².
Digital developments are to the fore, and this year there is a major focus on how advertisers and media owners are breaking new ground together, including the emergence of 'sapplets' or social applets. And a whole section is devoted to great ideas that engage the reader with the product including: an ad from BBR Saatchi & Saatchi that changes on a page, driven by solar power for Israeli energy company Shikun & Ninui Solaria, a Carlsberg ad that works as a bottle opener, whispering audio chips in Playboy covers, a 'self-drive' ad for Volkswagen plus a Cannes award-winning 'talking dictator' ad using QR codes for Reporters Without Borders.
Other chapters investigate:
Person of the year: Hearst Magazines' president, David Carey
Watermarking: The new QR codes?
Augmented reality, really taking off, and not in a gimmicky way
The Sports Illustrated print and digital integration case study
What's working for magazines in mobile spaces
Revolutionising online advertising: Six new ad formats
Magazines making a buzz: Germany's Landlust; France's Les inRocKuptibles; Brazil's Minha Casa; Hip2B² in South Africa, the Netherlands' magalogue vtwonen; Garden & Guns in the US and China's 1626
Paywalls and ad walls
User generated content
Instant shopping gratification and the coupon craze
B2B: New strategies at Hanley Wood
Tablets: Introducing the Kindle Fire
Chris Llewellyn, FIPP president and CEO, said: "Rapid technological development and an uncertain economic background are the driving forces behind the huge amount of experimentation being undertaken by magazine media companies. Encouragingly, print still retains the ability to surprise and innovate."
Juan Senor and John Wilpers, Innovations editors said: "We are really excited about the 2012 edition of Innovations in Magazine Media because we are exploring innovations in magazine advertising for the first time, as well as tackling some tough topics like ad walls, unbundling, watermarks, and integration. There are pieces about tablets, social media, user-generated content, newsweeklies, and more. At the same time, we're having fun with the annual search for the odd and bizarre, turning up this year the magazine as theatre and the largest, most expensive, and most useless magazines. Always fun."
The PrintCity Alliance was responsible for producing the innovative cover using a special hybrid coating effect to make it even more eye-catching.
PrintCity Alliance members participating in the production of the cover are: Cover paper: UPM Finesse Cover paper: Sappi Magno Plus Hybrid inks and coatings: Sun Chemical SunCure Hy-Bryte Printed by: Hammesfahr
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