• by Erik Sass  @eriksass1, April 25, 2008

Men's Health is set to introduce advertising that can be "read" by the cameras on many mobile devices, allowing the reader to take a picture, send it to the publisher, and receive more information or take advantage of a promotional offer. The ad is processed by an image-recognition computer program created by SnapTell. The promotional information tailored to the specific ad is then immediately sent to the consumer.

Men's Health will feature the first mobile-readable ads in its July-August summer issue, scheduled to hit newsstands June 24. The ads will also include SMS short codes for readers whose mobile devices don't have cameras. In addition to offering readers product samples, discounts, sweepstakes and free photo and video content, the program also allows advertisers to measure ROI with direct-response style metrics.

Better yet, advertisers don't have to pay fees for sending the mobile message responses. The new service is launching with participating advertisers including Axe, Samsung, Westin, and PowerAde.

Rodale is not the only company experimenting with mobile-readable advertising. Google's Print Ads platform has also introduced mobile-readable bar codes in print ads, hoping to bring the same precise measurement of ROI to print that it popularized online.

Essence Goes Multi-Platform

Time Inc. is teaming up with Warner Bros. Television to create a multi-platform presence for Essence, beginning with a relaunch of Essence.com, followed by new television and online content. Included will be more fresh daily content online, a social network and additional video. The brand, targeting African-American women ages 18-49, will bow a new online video series called "Extra on Essence," co-produced with WBTVG's Telepictures Productions. The short-form online video will offer advertisers opportunities for brand integration.

ForbesLife Plans MountainTime for Rockies

Forbes is set to launch yet another lifestyle magazine. This time, it's also venturing into newspaper distribution. On July 4, the company is targeting affluent residents of the Rocky Mountain region--including its many skiers--with a new publication called ForbesLife MountainTime. The magazine, to be distributed by over a dozen regional newspapers, will cover home design, sports and outdoor activities, events and regional celebrities. Forbes plans a print schedule of 20 issues per year. Forbes has tapped Don Welsh, founder of Budget Living and Budget Travel, as publisher. Philip Armour, previously of Outside, will serve as editor.

Financial Times Plans China Magazine

The Financial Times is planning an upscale glossy to serve China's burgeoning upper crust, Reuters reported this week. FT has settled on a title, Rui, which means "intelligence" in Chinese; however, FT said it's still considering the possibilities. With these plans, the London newspaper becomes one of many Western publishers trying to break into the Chinese market. In 2006, Better Homes and Gardens launched a Chinese edition targeting the country's rapidly growing middle class with culturally appropriate décor and homemaking advice. And Global Sources launched a Chinese edition of Elegant Living magazine, as well as an accompanying Web site. After a controversial launch that brought scrutiny by government censors, Rolling Stone's China edition later folded in April 2007, after financial difficulties.