EMAP’s Teen Magazine is about to become the first publication to offer UltiMedia, an enabling technology that gives print readers the opportunity to interact online with products and services featured in advertising and editorial pages of magazines. In the process, readers can find out more information, including e-commerce purchase options or directions to the nearest bricks and mortar retail location offering items of interest. Selected editorial pages will launch with Teen’s November issue, advertising pages with the December issue.
Developed by Ultigo, an Atlanta-based start-up, UltiMedia differs from other print-to-web applications in that its does not require scanners or digital cameras to get from printed pages to web pages. Readers go to the publication’s website, in this case Teenmag.com, to find the interactive pages.