Health's Microsoft Tag Issue Draws 5,000 Downloads in Six Days #qrcode #qr codes #qrchat

Health magazine's May issue features Microsoft Tag technology as part of an effort to drive readers to bonus content online.

Advertisers Respond, Ad Pages up 22.5 Percent

There are a total of 17 tags in the issue--13 videos and four slideshows. Of the 13 videos, seven were tied directly to winning brands in the Beauty Awards. "We don't pick the winning brands by advertisers, it happens independent of that," says Watt. "Seven of the videos were tied to actual winners and we did go to those brands' agencies and ask if they wanted to be part of this."

Of those seven brands, five (Rusk, Sally Hansen, Olay, Schick and Aveeno) decided to come into the issue. Sally Hansen, Schick and Rusk were all new advertisers.

Health asked for an incremental magazine ad rather than selling directly against the digital component. Ad pages in the May 2011 issue are up 22.5 percent over May 2010.

The magazine is planning to repeat the program in October for its Food Awards.


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