Women’s Wear Daily
04.20.2014
fashion-memopad
fashion-memopad

Memo Pad: InStyle's Trippy Taylor Swift... Oprah Winfrey in Prabal Gurung...

Taylor Swift will appear in 3-D format in InStyle's December issue.

fashion-memopad/news
View Slideshow
Cover of InStyle magazine

Cover of InStyle magazine.

Photo By Courtesy Photo

TALKING REALITY: Remember the days when 3-D meant donning a pair of flimsy paper glasses? InStyle is about to raise the bar in so-called augmented reality with its December cover, featuring Taylor Swift. Readers who hold up the cover to their Web camera will see Swift spring to life surrounded by snowflakes in a 45-second video that ends when she signs her autograph across the screen. “We’re using this in an interesting way; it will bring the issue to life,” noted managing editor Ariel Foxman.

Inside the issue, publisher Connie Anne Phillips has extended the augmented reality theme in a special “gifting in 3-D” marketing program. With ad pages harder to come by these days, the title will introduce 12 new advertisers to the December issue and see a 3.6 percent increase in pages, to 256 pages, driven by the 3-D technology. YSL Beauté, Intel, Michael Kors, Nordstrom and Armani have signed on to the program, and the ads will have a click-to-buy e-commerce feature. “At YSL Beauté, we are always very excited by new ways of reaching our customers, so when InStyle approached us with this new technology, we immediately wanted to be a lead part of this initiative,” said Gillian Gorman, vice president of marketing. In total, there are 25 participating advertisers and each brand will also have a 30-second customized video that pops out of a gift box. “This is our most buzzed about issue [of the year] on a consumer level, and with this click-to-buy feature, it’s all about ROI and taking consumers to the point of purchase,” said Phillips.

— Amy Wicks

View Slideshow
Page:  Next »
VIEW ARTICLE IN ONE PAGE
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Media


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or