The magazine study, conducted by Nellymoser since 2010, examines the top circulating magazines in the United States market. The study records instances in which a printed page is capable of being activated by a mobile device, such as a smart phone or tablet. Mobile activation can take many different forms, such as a Quick Response (QR) code; image recognition (IR); invisible watermarks applied to photographs, brand logos and icons; or SMS text messages. The quality and content of the mobile experience— often referred to as the post-scan experience—varies greatly depending on how it was produced and executed by the magazine or advertiser.
As in previous years, the study found continual and steady growth in the mobile activated space, but 2013 also saw an explosion in the range of technologies used to deliver activations. Compared to a total of 8,448 activations in 2012, 2013 saw 13,088 activated pages in the magazines surveyed. The top activated magazines included Marie Claire, Esquire, Redbook, Cooking Light and InStyle, showing the range of readership target demographics that are participating in mobile programs.
The primary activation type was Image Recognition (IR), followed by QR—taking second place for the first time in the history of the study, and watermarking in third. The most represented segments were Fashion & Style (3,893) and Lifestyle & Leisure (3,196) followed by Home & Gardening (855), Home & Cooking (816), Entertainment & TV (750), and Fashion & Beauty (704).
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