Woman's Day has started making some of its articles -- as well as its ads -- interactive for advertisers. Readers are invited to snap pictures with their mobile phones of any page in the
magazine that bears a special icon. After sending their pictures to a designated address, readers receive a coupon, a sample or other promotion. Target Stores was among the first advertisers to try
the program.
Carlos Lamadrid, senior vice president at the magazine, says the mobile program's performance has exceeded expectations, and will likely be a mainstay of
Woman's Day's
printed pages. Four interactive issues are planned for this year.
GQ and other magazines have also experimented with making their advertising pages digitally interactive, with
moderate success. Woman's Day is among the first to go a step further and make its editorial pages interactive as well. The magazine doesn't charge advertisers extra for the feature, but
execs say it has been able to entice them to buy more ad pages in exchange for a free interactive page.
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