If you scan the pages of our LAYARED Magazine today, you’ll see fresh new content on every page!
This summer when we introduced the magazine - our tentpole example of how publishers can add interactivity to the static pages of print content - we packed the pages with awesome digital extras made using the Layar Creator. Now, after several big Creator campaigns have hit the magazine stands, we’ve been able to piece together just what makes for a successful interactive print campaign.
Taking these insights, as well as those we shared recently in our Best Practices Guide, we’ve completely refreshed the interactive print found in LAYARED to showcase how powerful and impactful this medium can be. Here’s an overview of what we changed, and why, and how you can use these concepts to create more effective campaigns.
Attracting & Educating with the Cover
We actually didn’t change the cover - it’s still the same great introduction video from Raimo van der Klein - but we wanted to reiterate what makes for an outstanding interactive print cover. We framed and designed Raimo’s video in such a way that when viewed over the magazine, it appears as though the pages come to life. This really helps a reader begin to grasp the overall concept of interactive print.
The other important thing to note about the cover video is that it serves a practical purpose for those who watch it. In our video, Raimo explains what the LAYARED Magazine is and how to use your phone to scan the pages and interact with the content. In your publication, a cover video could help to introduce your magazine as a special issue with interactive print, as well as show them how to use it.
And we’re not the only ones adding videos to our cover! Be sure to check out the VIVA Magazine 40th Anniversary issue which has a similar “come to life” style cover video!
Pro tip! — The cover of your publication is the first thing your readers see, and thus is a great place to make an important first impression. Grab their attention and help them understand what to expect. If a video isn’t your thing, think top level - include links to your homepage or maybe a place where readers can subscribe.
Providing Clear Instructions
The next most important aspect of any interactive print campaign is the instructions. Readers need a clear explanation of how to use Layar with the publication, which is why we dedicated a two page spread to this very concept on pages 4 and 5 of LAYARED. You probably don’t need to use so much space (many use just one page) but we wanted to clearly emphasize this.
The instructions in LAYARED are very clear and easy to follow. Importantly, the instructions include both illustrations and text to guide users through how to view interactive print. If you scan our instructions, we provide a quick link to info about the all new Layar 7.0, as well as an embedded video that appears to pop out of the printed page.
Pro tip! — In your publication, also make sure the instructional illustrations don’t look too much like an advertisement or editorial content as readers may otherwise miss them.