The Clash Of The Magazine Apps
Today, W Magazine tweeted that readers could unlock special deals and content via their iPhone app.
“Take a pic of any ad in the April issue with your smart phone,” the tweet read. “Send it to W@pongr.com & get special deals and dish on your favorite brands.”
It looks like magazines in the Condé Nast family are stepping on each other’s perfectly pedicured toes for their entree into the world of the iPhone application.
Last month, we reported on Vogue’s newest iPhone application, Stylist. In a rare instance, it appeared that the magazine industry was moving forward with a bang. Vogue had created something unique and interactive. The tools of the app seemed to be a perfect supplement to the publication that, historically, has not appeared so technologically savy.
One of the most interesting aspects of Vogue Stylist was the way it allowed consumers to engage with advertisers. By taking an iPhone photo of an advertisement in Vogue, users would be able to unlock certain content. Taking a picture of a Gucci ad, for instance, unlocks an exclusive Gucci video.
Sound familiar, W?
The fashion industry has so much unused creative energy that could be brought to an iPhone application, that it seems a bit lazy on the part of Condé Nast to have even one identical initiative for each separate magazine. Instead, the company could have opted for an all inclusive Conde fashion publications app instead of pretending to create an individual one with similar components. Or maybe they should have stayed at the meeting longer and thought up something new…
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