• by Erik Sass , September 3, 2009

Mag Bag: Covers Get Augmented

"Augmented reality" -- the overlay of images and information on the individual's physical world through a digital medium -- has gone from vision to fact, with mobile and online applications proliferating. Now it promises to revitalize print magazines, with several major titles incorporating augmented reality features into their covers, according to Mediaweek.

One of the first such applications came from Popular Science, which integrated an augmented reality feature into its July cover depicting futuristic windmills. To access the feature -- sponsored by General Electric -- readers were instructed to go to a dedicated microsite hosted on the Popular Science Web site, then hold the cover of the magazine up to their computer's web cam. In the 3D image of the cover that appears on screen, the windmills come to life with animation. The visitor could even make them spin faster or slower by blowing into their computer's microphone.

Esquire is also said to be planning augmented reality editorial content, and possibly advertising as well. The "Best & Brightest" issue this December will create 3D images (possibly incorporating animation) when they are held up to a web cam. Inside the magazine, the technique will allow readers to see videos related to articles and a runway fashion show.

One benefit of augmented reality covers that is rarely mentioned -- to readers, at least -- is the increased measurability of reader engagement with magazine content and advertising. By driving readers to the Web and encouraging interactive online behavior, publishers can present advertisers with precise data to track reader interest, as well as boost traffic to other parts of their Web sites.

OK Cuts Circ by 100,000

OK has cut its guaranteed circulation by 100,000 copies, representing 11% of the previous total, according to Folio. The reduction, following similar contractions at competing celebrity titles, would seem to bode ill for the overall vitality of the category. Celebrity magazines are heavily dependent on newsstand sales -- and these have steadily eroded, according to the most recent figures from the Audit Bureau of Circulations.

Comparing the first half of 2009 to the same period in 2008, OK Weekly fell 20.5% from 500,520 to 398,360; In Touch saw single-copy sales decline 20% from 783,254 to 625,589; Life & Style fell 8% from 519,388 to 478,788; People fell 13% from 1,512,476 to 1,319,350; and Star fell 14.3% from 701,318 to 601,115. Us Weekly experienced a more modest 3% decline from 869,364 to 843,479.

Reader's Digest Association Sells World Almanac

The World Almanac group, which publishes the eponymous annual reference book beloved of statistics geeks, is the latest "non-core" property sold by the Reader's Digest Association. It was purchased by Infobase Publishing, which is owned by Veronis Suhler Stevenson. Previously, RDA -- currently in Chapter 11, scrounging for cash to pay off the $550 million debt remaining from its acquisition by Ripplewood Holdings -- sold several other divisions, including Books are Fun, QSP, and a stake in Taste of Home Entertaining.

Hearst to Launch RealBeauty.com

Hearst Magazines' digital division is planning to launch a new site targeting young women with beauty content and advertising. Called RealBeauty.com, the site will cover core beauty categories, including hair, makeup and skin care. It's scheduled to go live (in a beta version) later this month. Hearst plans to roll out new features for the site during the next few months, including a feature called "Beauty Book," which allows users to solicit customized beauty advice and recommendations, and is also exportable to social-networking sites, including MySpace and Facebook.

Little Promoted to SVP, Chief Brand Officer of Cycle World

Larry Little, previously the vice president and publisher of Hachette Filipacchi's Cycle World, has been promoted to the role of senior vice president and chief brand officer of the Cycle World brand group. In his new role, Little will be responsible for developing new revenue sources and providing overall direction of brand and editorial content across multiple platforms. He will also be responsible for integrating print and digital ad sales.