Magazines are dreaming up creative ways to sell their top real estate—the cover. But trying to bring in cover revenue while still appeasing ASME is a sticky situation.
You could be as blatant as Parent & Child, with its corner cover ads. You could be sneaky like Esquire, with windows or flaps that reveal ads. You could be tricky like Entertainment Weekly, with it’s “pull this!” pocket cover that reveals an ad for a TV show. Or you could be high-tech like Popular Science.
Check this out: Popular Science’s July issue has a 3-D cover that, when you hold it up to a computer Webcam, your computer displays “Flash-based imagery” that you can blow on (through your computer’s microphone) making the windmills’ blades rotate and revealing a GE ad. This “augmented reality” encourages readers to interact with advertisements, and it’s becoming the next big marketing gimmick. Papa John’s is making pizza boxes that, with the help of a webcam and some augmented reality technology, turn into a virtual car. Beef Jerky company Jack Link is doing it, too.
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