18 May 2012
Magazine highlights how to make print 'pop'
TORONTO—The newest edition of Canadian Magazines Canadiens, a bilingual magazine published twice a year by Magazines Canada, has an interesting variation of a gatefold cover and offers advice on how to make print "pop".



Examples of how to enhance print include using magnetic paper, incorporating moving images activated by tilting the page, and adding "sensory" pages that offer taste and smell.

There's also augmented reality, in which computer images "interplay with printed pages to create an immersive experience," and webkeys, which are "fully customizable and trackable die-cut paper-storage" USB keys that the reader pulls off the printed page and inserts in a USB port to be routed to a website. There's actually a Magazines Canada ad in the mag with a webkey that takes readers to this page, which offers a video highlighting print magazine advertising techniques.

But there's no small price tag on some of these print features. For example, the cost of creating augmented reality could run $50,000 or more, while the webkeys cost from $1.50 to $3 per unit according to the magazine article, which adds scented paper can cost 90 cents a pop per unit.

However, the article also includes several magazine titles that are using these various print tools, including Esquire (augmented reality) as well as Rolling Stone and People (taste strips).

Canadian Magazines Canadiens is printed by Dollco Integrated Print Solutions, which was recently bought by Lowe-Martin Group.
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