• by Erik Sass  @eriksass1, March 22, 2012

While 2D mobile barcodes are getting a lot of attention from magazine publishers and advertisers, Wired is experimenting with another print-mobile ad hybrid by including near-field communication chips in subscriber copies of its April issue, according to Ad Age.

Wired is deploying the NFC chips in 500,000 subscriber copies of the magazine as part of an ad for the Lexus GS 2013.

Readers with NFC-enabled mobile devices just hold the device near the ad to see a demo of the new Lexus model’s onboard Enform App Suite, which gives the driver access to apps from Pandora, Bing, and Yelp, among others.

Ad Age reports that the ad also includes a traditional Web URL for readers who don’t have NFC-ready phones. Lexus national marketing communications manager Brian Bolain estimates that approximately 3 million U.S. consumers have NFC-enabled phones.

NFC has been hailed as the next stage in mobile interactivity, allowing mobile device owners to perform a range of actions, including e-commerce transactions on the go or in retail environments.

Forbes Guarantees Online Ad Views

With some online publishers placing ads in less-than-prominent positions, advertisers are understandably skeptical about whether their messages are actually getting through. To address these concerns, Forbes has partnered with comScore to make sure that digital ads appearing on its network of digital properties are actually visible using comScore’s Validated Campaign Essentials (vCE).  

The new service is part of Forbes’ validated Brand Increase Guarantee (vBIG) program, which guarantees lift in certain key brand metrics to advertisers that spend $250,000 on ads over a 90-day period. With the vCE integration, Forbes will guarantee that impressions delivered as part of an advertiser’s vBIG program are in-view; advertisers will only be charged for ads that have had an opportunity to deliver the desired advertising effect.

Forbes Media chief insights officer Bruce Rogers stated: "The comScore vCE technology provides much-needed transparency to accurately reflect the ads that are actually being seen.”

More Mags Adopts Digimarc Watermarks

Digital watermarks are another increasingly popular solution for integration mobile interactivity into print advertisements. A number of well-known magazines are deploying Digimarc Corp.’s digital watermarking technology in print ads, including Bonnier’s Saveur, which is using the Digimarc Discover Platform to digitally watermark a full-page advertisement for four brands of Starwood Hotels and Resorts in Hawaii in its April issue.

Through the digital watermark, the advertisement features an in-app menu that allows the reader to view Sheraton, Westin, Luxury Collection and St. Regis properties in Hawaii; watch a video; make a direct call for reservations; and share via email, Facebook and Twitter.  Newsweek is also employing Digimarc digital watermarks as part of an ad for the 2013 Lincoln MKS in its special “Mad Men”-themed “Heritage” issue, which is tied into the long-awaited return of the AMC series.

Matz to Publisher, Everyday Food and Whole Living

Alison Alder Matz has been appointed senior vice-president and publisher of Martha Stewart Living Omnimedia’s Everyday Food and Whole Living brands, the company announced this week. Matz comes to MSLO from Fairchild Fashion Media, where she was publisher of WWD Beauty Inc. and also served as general manager of Fairchild’s Summits division. Her previous experience includes associate publisher positions at Brides, Glamour, Teen Vogue and House & Garden.