Source: IAB
In the beginning of January, for the first time in history the content of Time magazine was prepared by a guest editor. At the same time, it was also the first issue that included four activations in the realm of augmented reality, whose connecting thread, and at the same time the central theme of the issue, was optimism.
The content of this issue that included AR was enriched by an interview with guest editor Bill Gates. He was interviewed by former editor Nancy Gibbs. There’s also an animated graphic about the split between the sexes in the field of education, signed by Bono. The cover features Mohamed Nasir, whom Gates met in Ethiopia in 2012. One-month-old boy was among the first in the country to be vaccinated against child paralysis and measles, and thus represents a significant milestone in the field of regular health care in his community, state and the world. With the help of AR, readers can watch a short video about Mohamed and the background of that magazine issue. Readers can watch the AR content with the help of Time Life VR app.
This fresh approach to content in Time magazine was made possible by Meredith Corporation, owner of the magazine which recently invested in AR tech. Whether this kind of content in print media will be a passing fad, or announcement of a new approach to print content that offers more to the readers, remains to be seen. This change certainly would not only affect readers, but also publishers, and all those who work in marketing, advertising and sales.
