2017
PRINT IN THE DIGITAL AGE EMILY KELLY (KEL15452179)
PRINT IN THE DIGITAL AGE
CONTENTS HIGHLIGHTS AND KEY DATA WHAT IS THE TREND? THE DRIVERS COMMERCE AND SALE ENTERTAINMENT EXTENDING THE STORY INSIGHTS BIBLIOGRAPHY APPENDIX
PRINT IN THE DIGITAL AGE
WHAT IS THE TREND? AUGMENTED REALITY IN PRINT MEDIA What does the future of print look like? Augmented Reality (AR) is helping bring print media into the digital age. It is the ability to view the digital on top of reality via a device such as a mobile phone or tablet. It has emerged in print over the last decade and is set to overtake Virtual Reality (VR) in the tech scene, after the popularity of applications such as Snapchat’s mask filters and PokÊmon Go leading the way. Augmented Reality is being explored on multiple platforms including retail spaces, catwalk events, mobile applications and publishing. Print media encompasses magazines, newspapers, brochures, catalogues and more, all of which have thus far struggled to hold on to their importance in such a fast-paced, technologically developing society. However, Augmented Reality is proving to bridge this gap between print and digital by adding easy to scan pages in advertisements, fashion magazines and newspapers, engaging the readers and pushing sales due to the more immersive experience. More and more people are wanting an experience instead of material objects, however statistics show that people still value them physicality of print, therefore AR is helping to bridge the gap between the two.
Magazines are a leading source of news, fashions, entertainment and sales and despite the rivalry force of the internet, people still like to read a newspaper on the tube or flick through a magazine on holiday; people like the disposability of print as well as those who hold on to these to collect, demonstrated by the 62.9% of people, surveyed for this report, claiming that they still prefer physical print media over digital or a combination of the two. With the advantage of being able to combine the nostalgia of a print magazine with the current, digital age this creates a hybrid that will be able to both entertain and inform consumers as well as satisfying advertisers and sales. As a generation of digital users, we consume more and more information everyday; our desire to be in the know is high and augmented reality is working up to being an invaluable tool for accessing information and honing in on that, which interests us personally. Augmented Reality is still being developed and has, in terms of publishing, an exciting future.
PRINT IN THE DIGITAL AGE
KEY DATA AND HIGHLIGHTS KEY DATA:
1. “Blippar is one of the world’s best known
augmented reality companies. Earlier this year it confirmed a $45 million funding round.”- Tech Crunch
2.
Only 8.6% of people, questioned in a survey for this report, answered that they have experienced AR in print media.
3.
We forecast that AR/VR could hit $150B revenue by 2020, with AR taking the lion’s share around $120 billion and VR at $30 billion. – Digi Capital
4. 45.7% of people, questioned in a survey for this report, answered that they buy magazines once a month. And 62.9% of participants responded that they keep magazines, instead of throwing them.
HIGHLIGHTS:
1. Augmented reality ads are a great way for advertisers to utilise the physicality of print and engage with its consumers
2.It’s an exciting and engaging form of entertainment
3.
People are wanting to be able to access more and more information at their own convenience, e.g. when travelling to work.
4.
It is a new and fascinating way for artists to collaborate and take their work to the next level
PRINT IN THE DIGITAL AGE
THE DRIVERS
COMMERCE AND SALES
ENTERTAINMENT
EXTENDING THE STORY
PRINT IN THE DIGITAL AGE
A 360 degree AR view of a model would be very useful.
COMMERCE AND SALES
-See-now-buy-now - Alternatives - Try before you buy
Would a 360 degree view of a model in print be useful? A 360 degree AR view of a model would be very useful, but I would still go in-store to purchase. A 360 degree AR view of a model would have no impact on whether I purchase or not.
Print media is a great way for brands to advertise products and make it easier for consumers to purchase the featured products or explore ranges further. Augmented reality is a big step for print, in particular for advertisers as this allows consumers to interact and become engaged with advertisements that they would normally flick past. The first commercial Augmented Reality advertisement came about in 2008 for the printed magazine advertisement for BWM Mini. (Javornik, 2016) Using their phones or similar devices, they can hover over selected products or advertisements in magazines, newspapers or brochures and view an extended version of the 2D physical images. Companies such as Blippar and Zappar are at the forefront of this advertising movement; Founder and Chief Executive of Zappar, Caspar Thykier, told the Retail Gazette how AR “can create really exciting and engaging experiences on people’s smartphones.” (Stevens, 2017) And it’s this ease of using what consumers already have in their pockets, their mobile devices, to extend the print in front of them, which is most appealing to advertisers. For example, the Max Factor advertisement to the left created by Blippar, which allows readers to scan and explore the range. AR has the ability to engage deeply with consumers; both new and old customers of the brands will want to try out the advertisements due to intrigue.
No, I do not buy garments I see in magazines.
The advertisers’ beliefs are that this intrigue will lead to product purchases. For example, Esquire’s Macallan Whiskey feature that used AR to encourage consumers of the magazine to immerse themselves with a product they wouldn’t perhaps otherwise be interested in. David Walker of Nexus, the company that teamed up with Esquire and Macallan for this, told Adweek that it provides the additional layer of interaction “without losing out on the physicality of the magazine” (Main, 2016) Catalogues and brand magazines are doing well from AR as they are starting to employ it as a sales technique in order to promote the exploration of products in their catalogues and increase the probability of transactions. This technique is being used by both fashion and non-fashion brands, such as the ASOS magazine and the IKEA catalogue. Both allow the reader to gain instant access to the products they like, something that 51.6% of people agreed with when asked about viewing a product at 360 degree angles would be very useful for purchase. This demonstrates the strong sales potential for advertising with AR.
PRINT IN THE DIGITAL AGE
CASE STUDY 1: IKEA
IKEA have been at the forefront of Augmented Reality retail since releasing the AR function on their app in 2014. The app allows consumers to browse and scan from over 50 pages of products, including desks, chairs and bookcases that can be used in combination with the app to view in real-time in their own homes. The catalogue has indicators of “Scan page to see more”, which allow the active consumers to explore the products further, with additional interaction including the ability to view alternative colours, videos and learn more about the product.
Peter Wright, IKEA UK and Ireland’s Marketing Manager, explains the innovative application as “offering a way of using mobile technology to enable to test products means the technology has a practical purpose and really helps customers visualise the way their homes could look.” (Andrews, 2013)
IKEA’s own research has revealed that customers have been suffering from ““Square peg, round hole syndrome” as 14% say they’ve bought the wrong-sized furniture for their rooms and over 70% say they don’t really know how big their own homes are.” (Andrews, 2013) From these statistics it is clear there needs to be a better way for consumers to shop for interiors and IKEA’s AR application is helping customers to assess both size as well as style of a product before they buy.
PRINT IN THE DIGITAL AGE
ENTERTAINMENT “If you create a world on paper, you create a window. Usually, you just break the surface with your mind, but you always have the feeling of: What if you could step into that world or if something could come out of it?” Christoph Niemann (Mouly and Kaneko, 2016)
20% OF PEOPLE NEVER BUY MAGAZINES
25.7% OF PEOPLE BUY MAGAZINES ONCE A YEAR
45.7% OF PEOPLE BUY MAGAZINES ONCE A MONTH
8.6% OF PEOPLE BUY MAGAZINES ONCE A WEEK
- Stepping into another world - Leisure - A new creative platform
One of print media’s main purposes has always been entertainment and in this digital age it is important to keep up with the consumers’ desires and give them enough to satisfy their interactive needs. Survey results, taken from a questionnaire run alongside this report, demonstrate that 71.4% of people buy magazines at least once a month and that 41.2% of all participants buy magazines for leisure, highlighting the importance of print media as entertainment. Magazines allow for artists and creatives to take their talents to the next level, from 360 degree illustrations to graphic animations of fashion photography. It is a fantastic way for magazines to involve the reader further in the story, whether it is by showing them a video related to what they were reading or showing them a 360 degree model of the clothes they were just looking at. Examples of using AR creatively in print have ranged thus far from fashion magazines such as Garage (Mellery-Pratt, 2015), to Wallpaper* interior augmentations (Smyth, D. 2010), to Christophe Niemann’s illustrations coming to life off the covers of The New Yorker (Mouly and Kaneko, 2016). It is appealing to creatives from all genres and seeks to entertain the view via a more engaging technique with AR, for example ORLAN’s exhibition in Paris at the Michel Rein Gallery, at which her self portrait came to life in the museum. (Lindsay, 2015)
PRINT IN THE DIGITAL AGE
CASE STUDY 2: GARAGE
Garage magazine has been using AR to enhance their pages since their 7th issue in 2014 in collaboration with Jeff Koons. Since then they have released a Beyoncé issue, an issue featuring collectible covers with models Cara Delevingne, Kendall Jenner, Lara Stone, Binx Walton and Joan Smalls on each and most recently and more.
Charlotte Stockdale, fashion director at CHAOS and GARAGE, told Business of Fashion “Every time I think of something I am thinking of how I can animate it or put music to it, or add the next dimension to it. I have rather enthusiastically started thinking: God, let’s do every page!” (Mellery-Pratt, 2015)
Each issue is highly collaborative, especially when it comes to the addition of augmented reality. The 8th issue, featuring the previously mentioned five models provoked the interest of many as well respected creatives including Pat McGrath, Nick Knight, Charlotte Stockdale and digital innovators team at The Mill joined together to create the creative editorial content as well as individually animated model covers integrated by Meiré & Meiré. They used animations such as android masks, graphite scribbles, shrink wraps, crystals and smoke to enhance and emphasise the make up artistry of Pat McGrath. (The Mill, 2015) In the most recent issue, there is also an interesting feature about music in the Soviet Union with a turntable, which when scanned with the Garage Mag App begins to spin and play music from the mobile device. This adds an element, which is otherwise redundant in print. Focus group studies have shown that sound is an important media that has the potential of being well integrated with print through AR.
PRINT IN THE DIGITAL AGE
EXTENDING THE STORY
- Information - Selective reading - Commentary - Up-to-date - On the go
The Sunday Telegraph is keen to explore this and are already working videos and interviews into their augmented reality compatible newspaper. Andy Lark, Chief Marketing Officer and Online Officer Commbank believes that “There’s a hugely vibrant and exciting future for print” (Crampton, 2017)
Focus group opinions and thoughts came across that information was what they wanted most from AR. They believed that it was what would distinguish AR in print from a gimmick and something worthwhile in getting their phones out for. Consensus was that learning more about products or accessing articles and videos on your phone from newspapers would be useful, in particular whilst travelling on the train or tube. Another opinion was that commentary, facts or information such as the news, alongside print media would be useful as people are less interested in reading and more in the text so a combination of visuals and sound was also appealing. Questionnaire results demonstrate public preference between forms of physical, digital or mixed medias
Augmented Reality has the ability to further the story to much more than what you see flat in front of you; it allows you to watch the image come to life and speak to you, or takes you to another article, video or soundtrack that gives you more information and adds an alternate immersive layer to your reading experience. People are hungry for information and the ability to feed them from an existing informative source, such as a newspaper, with more layers of interactivity leading to information is key to satisfying their daily updates. The ways in which print can be augmented are limitless, for example newspapers such as the Metro, are starting to incorporate AR features whereby the consumer can scan a movie advertisement and the corresponding movie trailer will begin to play on their device. This can be transferred to other areas within a newspaper such as sports scores, educational animations, retail and restaurant menus from features and advertisements that are readily available to consumers.
PRINT IN THE DIGITAL AGE
CASE STUDY 3:
SUNDAY TELEGRAPH The Sunday Telegraph in Australia teamed up with Augmented Reality company, Alive and Commonwealth Bank in order to work out how to make the most of print. The Sunday Telegraph in Australia reaches roughly 5 million readers, 3 million of which tried out their Augmented Reality teaser. (Crampton, 2017) It featured 360 degree augmentations of landscapes and holiday destinations, as well as pop-up views of retail advertisements and extending video articles, which created an overall immersive and engaging experience for the readers.
This is similar to the Metro Newspaper in Vancouver, (pictured left) which began to incorporate augmented reality into their newspapers with scannable pages, which can augment features such as a video of a woman singing from an otherwise 2D image.
PRINT IN THE DIGITAL AGE
CASE STUDY 4: ELLE UK
The November 2016 issue of ELLE UK Magazine incorporated an Augmented Reality feature, allowing the consumers to scan the front covers to reveal an exclusive interview with the respective cover star. The issue came in eight different covers, featuring onf eight stars such as Anna Kendrick, Kristen Stewart and Helen Mirren. The augmentations were animated by Envrmnt owned by HuffPost RYOT and Verison. (Steigrad, 2016) They were able to use their own ELLENow existing app to incorporate with the AR magazine feature, a smooth move to ensure their consumers did not have to download unnecessary third party apps, whilst also encouraging their readers to engage with the other features of their own app. This idea of accessing an exclusive interview and collecting the issues to access all eight, encourages consumer enthusiasm and satisfies their desire to consume more and more information. Robbie Myers, editor-in-chief of ELLE told WWD, “If we can make an entire issue come to life- that would be a lot of work- but we’d be [pleased] about that. It’s just the beginning”. (Steigrad, 2016)
“Readers are getting more involved beyond just reading the magazine or
visiting a website- there’s a lifestyle/investment taking place too, in some way.”
-Rosie Findlay, UAL Cultural and Historial Studies Lecturer
PRINT IN THE DIGITAL AGE
INSIGHTS AUGMENTED REALITY IN PRINT MEDIA Consumers still want their physical magazines and newspapers, many of whom will hold on to and collect them. However, they are driven by the desire to have easy access products and shoppable items through these pages. AR allows you to engage with retail and promotions via the pages of magazines, newspapers and brochures, extending your experience to a 3D, immersive world.
The entertainment industry is turning to Augmented Reality for developing their ideas and possibilities for a immersive consumer experience, and that is something that print magazines are working towards. Artists and creatives are starting to explore the possibilities of AR in print, driven by the global, digital lifestyle. AR will continue to develop towards a world in which consumers can escape to.
Consumers want to learn more and more and AR provides access to news and interviews that would otherwise be lifeless in print. They are driven by interactivity and AR allows them to delve further into print and explore in more detail features such as interviews, film trailers, retail viewings and sports updates easily, fitting in with the modern lifestyle.
PRINT IN THE DIGITAL AGE
BIBLIOGRAPHY Andrews, K. (2013) IKEA Launches Augmented Reality Catalogue. Available at: https://www.dezeen.com/2013/08/05/ikea-launches-augmented-reality-catalogue/ (Accessed: 25th April 2017) Augmented/Virtual Reality to Hit $150 Billion Disprupting Mobile by 2020. Available at: http://www.digi-capital.com/news/2015/04/augmentedvirtual-reality-to-hit-150-billion-disrupting-mobile-by-2020/#.VbZGVZNViko (Accessed: 3rd May 2017) Crampton, L. (2017) Augmented Reality in Newspapers Technology and Uses. Available at: https://turbofuture.com/computers/Augmented-Reality-in-Newspapers-Technology-and-Uses (Accessed: 2nd May 2017) Garage Magazine Augmented Reality App (2015) Available at: http://www.themill.com/millchannel/276/garage-magazine’s-augmented-reality-app?q=andreas%20berner (Accessed: 23rd April 2017) Grace, J. (2015) AR: Closing the Gap Between Virtual and Reality. Available at: http://www.printmediacentr.com/2015/05/26/ar-closing-the-gap-between-virtual-and-reality/ (Accessed: 23rd April 2017) Green, T. (no date) 20 Stats That Will Make Your Eyes Pop With Promise of VR and AR. Available at: https://www.hottopics.ht/17066/20-stats-that-will-make-your-eyes-pop-with-the-promise-of-virtualreality-and-ar/ (Accessed: 3rd May 2017) Hinderliter, H. (2010) ‘Printing’s Role in a Multichannel Marketing World’. Graphic Arts Monthly. 82(1), pp. 26-n/a. How Can Virtual Reality Save Print Media? (2015) Available at: http://blog.realmatch.com/trade-publishers/how-can-virtual-reality-save-print-media/ (Accessed: 30th April 2017) Javornik, A. (2016) ‘The Mainstream of Augmented Reality: A Brief History’, Harvard Business Review. Jaekel, B. (2016) Allure’s Companion App Could Augment Real Change in Publishing. Available at: https://www.luxurydaily.com/allures-companion-app-could-augment-real-change-in-publishing/ (Accessed: 28th April 2017) Lindsay (2015) 5 Companies Using Augmented Reality for Print Campaigns and Brochures. Available at: http://www.augment.com/blog/5-companies-using-augmented-reality-print-campaigns-brochures/ (Accessed: 2nd May 2017) Main, S, (2016) Esquire’s New Print Campaign Pairs Macallan Whisky With Augmented Reality. Available at: http://www.adweek.com/digital/esquires-new-print-campaign-pairs-macallan-whisky-augmented-reality-174085/ (Accessed: 24th April 2017) Mellery-Pratt, R. (2015) Behind Garage’s Tech-Infused Issue. Available at: https://www.businessoffashion.com/articles/bof-exclusive/behind-garages-tech-infused-issue (Accessed: 23rd April 2017)
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BIBLIOGRAPHY Moses, L. (2017) The New York Times Gets into Augmented Reality with a New App. Available at: https://digiday.com/media/ny-times-launches-first-augmented-reality-project/ (Accessed: 27th April 2017) Mouly, F. and Kaneko, M. (2016) Cover Story: Christoph Niemann’s “On The Go” Available at: http://www.newyorker.com/culture/culture-desk/cover-story-2016-05-16 (Accessed: 29th April 2017) Nafarrete, J. (2016) ELLE Brings Augmented Reality to Magazine Cover. Available at: https://vrscout.com/news/elle-augmented-reality-magazine-cover/ (Accessed: 9th May 2017) Nicholas, N. (1995) ‘Being Digital’, Hodder and Stoughton Ridden, P. (2013) IKEA Catalog uses augmented reality to give a virtual preview of furniture in a room. Available at: http://newatlas.com/ikea-augmented-reality-catalog-app/28703/ (Accessed: 25th April 2017) Smyth, D. (2010) ‘Added extras’ The British Journal of Photography: London. pp. 88-90. Steigrad, A. (2016) Elle’s Augmented Reality Experiment: Fad or Future of Media? Available at: http://wwd.com/business-news/media/elle-augmented-reality-women-hollywood-issue-huffpost-ryot-10658096/ (Accessed: 9th May 2017) Stevens, B. (2017) AR vs. VR: The Battle for Tech Dominance in Retail. Available at: https://www.retailgazette.co.uk/blog/2017/04/ar-vs-vr-the-battle-for-tech-dominance-in-retail (Accessed: 23rd April 2017) Temperton, J. (2015) Augmented Reality Will Make Advertising Hyper-Local. Available at: http://www.wired.co.uk/article/si-brown-skignz-wired-retail-2015 (Accessed: 4th May 2017) Travis, C. and von Lünen, A. (2016) ‘The Digital Arts and Humanities: Neography, Social Media and Big Data Integrations and Applications’, Springer International Publishing: Switzerland. Williams, D. (2016) 3 Retail Giants Who Used Augmented Reality to Sell. Available at: http://www.augment.com/blog/3-consumer-giants-who-used-augmented-reality-for-retail/ (Accessed: 23rd April 2017) Yaoyuneyong, G., Foster, J., Johnson, E. and Johnson, D. (2016) Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads, ‘Journal of Interactive Advertising’, (16:1, 16:30) Vallino, J. (1998) ‘Interactive Augmented Reality’, University of Rochester: Rochester, New York.
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APPENDIX
interview:
PRINT IN THE DIGITAL AGE
PRINT IN THE DIGITAL AGE
APPENDIX
focus group:
A: General opinion is, augmented reality is useful, but I think it’s a gimmick with the magazine. Reason is, is people coverage magazines that rely on augmented reality then the actual print quality and standards, depth of content and so forth will not be that good because they’re relying on the gimmick of AR to make the magazine worth looking at. So whether they liked it or not, if it was just done to stand on its own as just print or be better and more professional than one that was relying on to augment it to something worth looking at. The other thing is that the augmented reality for a start, no one really wants to look at their phone at the same time its clunky and its awkward. Its brilliant and its clever and what people would do would be look at the magazine through virtual reality in its entirety so if you’ve got a phone that you can read a magazine and look round the back of the dress to play with the colours and things like that and interact with it you’d just do it on your phone, why would you need the magazine. M: However, people like to keep the magazines A: Yeah, but the trouble is, the people that keep the magazines don’t want a magazine so they can do AR off of it. M: Yes they do A: No no no, they will keep the magazine because it has its own merit, and they will go to the app to look at something in more detail M: I disagree with you A: I don’t see the two as necessarily that linked M: I think if you’re a person that likes reading books for instance, if you like reading books on the train. I mean I keep yoga magazines for ages. If there was a little pop up of a yoga sequence, I’d watch it. E: Yeah so some issues of Garage have scannable pages that lead to links for an interview, so where you could just put text, you can have a video interview. A:But is that the same as augmented? I don’t think using a phone to look at a magazine is necessary. I do think it could work better in an exhibition space. L: I think the problem with the museum is true. But i do think people would just buy the magazine to have a go at the augmented reality, like its a bit of a fad type thing that when you try it it could wear off and because it has limitations for example where the girl pops up with the dress you could then have it saved on the app? And you can pop it up again and gives you another layer of connectivity. If it was in more of an active space. M: I like magazines, if i was reading a topic I particularly liked if I could scan it and it gave me more information like a yoga sequence, would be nice to add to your phone. A: But is that just added information? M: I’d find it quite fascinating if, like the record player, I know you can go on youtube L: Yeah its something a little different M: Yeah, it gives you a little sample and you think like ooh okay! A: It’s different, but its gimmick different
E: Has anyone here bought either of these magazines before? No E: What are your first impressions from both the covers of Garage and Hunger? L: Well, Garage straight away, its kind of stylish, but its got no fun to it? Like the colours around it and her expression and the format and how it is kind of all slick and serious. Hunger straight away is more bright and vibrant, its got one colour scheme but the model on the front is more suggestive to a fun aspect, whereas Garage is more serious. This is what you wear and this is what you go to the party in. M: My view is yeah Hunger looks more entertaining, whereas.. L: Stand for something - slogan there A: I think the title Hunger is edgier, whereas Garage is rather cliched and old fashioned. Garage music etc M: How new are they? E: Both on their twelve issue. A: The use of colour on Hunger is much simpler, they also used red which is an antagnistic colour E: Has anyone here experienced augmented reality before? L: Pokemon Go! A: Well yeah that is … E: Anywhere else? A: I’ve seen it on demonstrations of aid programmes for Africa E: Isn’t that virtual reality? A: Well its actually a mix, they use it for looking at aid situations abroad with things superimposed in exhibitions. You go to a display and they have a water machine or people and you look at the augmented reality and it adds things. M: Was there AR at the David Bowie exhibition? I don’t remember? E: So how easy did you find the Garage Mag App to navigate? M: Well, how easy is it to put on the phone? A: The app has dodgy privileges on it that you might not want to accept, however its easy to install, slightly clunky cos its sensitive to angle. And what seemed to be the case was if you take the picture from above, it wasn’t as good as at 45 degree angle. M: Yeah, so you’re reading the magazine and as I was doing its the same angle. Its like putting a magnifying glass over your magazine and the image coming to life. A: I’ll tell you what, its extremely clever and people will like it because its a gimmick and the trouble is you’ve got to make it last. What would make it last would be going to a picture and the model span around and then the designer popped up and gave background to the concept that would make it a lot more catchy.
PRINT IN THE DIGITAL AGE
M: Its more than an image, if you take this Reebok image here, if you scanned it and it came to life and then told you the price of the item or what the materials where made of. So more details than whats here. A: And in keeping with what I said at the start, in keeping with the quality. Garage has more picture pages, Hunger has more text. So with Hunger you’re getting a double angle of visual and text. M: If you were looking at something and it gave you more information like where you could buy them etc A: That would be exactly the same, take car magazines, they show articles images and where to buy. And with all the adverts they have links to the products and if you were reading it with your phone and all you had to do would be scan it and it would take you to more information. E: How about Garage as more of a source of entertainment than anything else, like how did this make you more immersed in this magazine than one without such as Hunger? A: AR will have the edge, but two or three and it will lose its touch. M: How much is the cost of the magazines? E; 6.95 for Hunger, 10 for Garage E: Garage is something that someone is more likely to collect M: How long does the app last? Will you be able to go back to the app and use the AR features in a couple of years? E: I’m not sure, I guess that would for sure put into question how much of a collectible it is. A: Another thing that would give it a real edge is if the AR was interactive E: Would you like to see AR in more magazines? M: Yes I think it would be interesting! A: Yes, I think if they had it in more magazines it would get slicker M: It would get more popular L: Its quite exciting personally. I like seeing its something different and if you’re into the sort of thing, like fashion magazines anyway its another string to the bow to keep you engaged and keep you buying as a consumer. If I was already into the style and the designs and everything then its another layer onto that, but I’m not sure it would initially draw me in. When you’re going through it, its quite exciting to see what the next one is. M: Everyone sits on the train on their phone, all the time. And you flick through a magazine and you’ve got your phone and you’ve got your headphones in and you flick to an advert like here and you just hover your phone over the advert and oooh theres a little bit more there! And ooh theres a record soundtrack there! E: Thats a good point, print media never has sound. And that is how they’re trying to create an immersive experience, by giving you another layer of interactivity. M: The reason you buy this magazine is because you want to take it home. Its a collectible item, I collect yoga magazines and actually if they were like this I would buy probably more because I’d be able to prop my phone up and do a little sequence whilst I’m at home. A: They will do more with it. If for instance, you put your phone over the page and the picture of everything gets commentary over it with appropriate music in the background. Music enhances your experience. You’re actually getting quite a lot more out of the magazine for that. M: You’re getting 3 pounds more, but you’re getting more, more spin. Alright the quality might
not be great because you’re using an app so it’s not as crisp. If you didn’t know you could use an app to bring these out. L: This costs more but you get more. You get more in terms of involvement, but in Hunger you get more text and more information. Theres a lot more imagery in Garage, if I was a young photographer I would go to Garage for inspiration. M: But I tell you what, a lot of people don’t like reading these days. L: Yeah true A: Or they want someone to read it out to them M: So if you’re reading a magazine on the train and you had an image of this model for example you could use the phone to hear the text next to him through AR. A: For example, he’s the designer and you go over him and he speaks about it. E: What was your favourite AR feature in Garage and why? L: My favourite one was the record by far! It involves me as a DJ and I loved how it went in to show the needle and seeing that made me so excited. If that was in a music magazine straight away with different tracks and producers it would want me to buy it so much more. It was so engaging and the way the image transforms and gives it another dimension. E: Did you guys have a favourite one? M: I think definitely the fashion one, where she comes out of the page and you can see her 360 degrees. That would be really interesting to see her move more. A: I think favourite ones were where it looks more like a hologram where you could go around it. M: The stonehenge one was good too. But this is also to do with age, use of apps, younger people will use phones and people wanting to.. if it became more popular in magazines like cartoons for children. A: If they just keep popping bits up that will wear thin, but if they find another way to give people more and more as well as making sure the magazine can still stand on its own as print media then it will be successful. L: I also I do think its a good way of bridging digital and print, I think if it was music, Computer Music and I knew every week I’d get to look at a different synth path through augmented reality, that would make me want to buy it. Because its connecting me to something I already enjoy. Its a brilliant way to link digital and print. E: What do you think will happen to print? L: I don’t think it will ever go, I think it will be a niche thing, maybe in say 100 years. M: I think they’ve tried to do online magazines, people read newspapers online, but you still like to pick up a newspaper. L: Yeah, its the feel of it with hard copies. Just holding a magazine, its more human. A: I think there are two things, technology still hasn’t produced something that is as effective as a book or a magazine. Because a magazine you can get so much from one page that doesn’t come across through a screen. The technology hasn’t invented something to do that, they will when a phone can project a hologram in front of you so its almost like you’ve got a book again. But its also the psychological thing of being able to hold the magazine or book. Not long ago magazines used to have glossy covers, but worse paper inside, but they’ve stopped that now as people want the quality of glossy pages the whole way through. Its more attractive. So i don’t think print will ever go.
PRINT IN THE DIGITAL AGE
APPENDIX
survey results:
PRINT IN THE DIGITAL AGE
PRINT IN THE DIGITAL AGE
PRINT IN THE DIGITAL AGE
APPENDIX 1.
list of figures:
https://www.pexels. com/photo/closeof-phone-on-a-greycouch-6665/
5. 1.
2.
https://pixabay. 6. com/en/photography-taking-picture-display-801891/
3.
https://pixabay. com/en/technology-digital-tablet-792180/
4.
https://pixabay.com/ 8. en/business-technology-cell-phone-690675/
7.
https://www.pexels. com/photo/handsbooks-feet-113776/
9.
http://newatlas. com/ikea-augmented-reality-catalog-app/28703/#p228331
http://www.adweek. 10. com/digital/esquires-new-print-campaign-pairs-macallan-whisky-augmented-reality-174085/ https://blippar.com/ en/showroom/project/max-factor-lipstick/
https://www.dezeen. com/2013/08/05/ ikea-launches-augmented-reality-catalogue/
11.
12.
http://newatlas. com/ikea-augmented-reality-catalog-app/28703/
http://www.newyorker.com/culture/ culture-desk/cover-story-2016-05-16
http://www.augment. com/blog/5-companies-using-augmented-reality-print-campaigns-brochures/
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13.
Own Infographic
20% OF PEOPLE NEVER BUY MAGAZINES
25.7% OF PEOPLE BUY MAGAZINES ONCE A YEAR
16.
45.7% OF PEOPLE BUY MAGAZINES ONCE A MONTH
8.6% OF PEOPLE BUY MAGAZINES ONCE A WEEK
17.
14.
Own Image
18.
http://www.themill. 20. com/millchannel/276/ garage-magazine's-augmented-reality-app?q=andreas%20berner
https://www.youtube. com/watch?time_continue=3&v=l9_ rL7AP3ik
21.
https://www.youtube. com/watch?time_continue=3&v=l9_ rL7AP3ik
22.
https://www.youtube. com/watch?time_continue=3&v=l9_ rL7AP3ik
https://pixabay. com/en/newsletter-hands-smartphone-news-2123481/
https://www.pexels. com/photo/man-reading-newspaper-6053/
15.
23. Own Image
19.
https://www.youtube. com/watch?time_continue=3&v=l9_ rL7AP3ik
https://turbofuture. com/computers/ Augmented-Reality-in-Newspapers-Technology-and-Uses
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24.
http://wwd.com/ business-news/media/ elle-augmented-reality-women-hollywood-issue-huffpost-ryot-10658096/
25.
http://wwd.com/ business-news/media/ elle-augmented-reality-women-hollywood-issue-huffpost-ryot-10658096/
26.
26.
Own Infographic
https://www. pexels.com/photo/ administration-business-cellphone-composition-75652/
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