The wedding world lost three bridal magazines in the fourth quarter of 2009 but actually added one during the same period titled Get Married. I am slightly intrigued by the idea that “management” thought it was time to jump into print, and more narrowly, into print in the bridal market — especially after Conde Nast decided it was high time to get out. I am more intrigued by the new technology they are including in the quarterly publication.
The magazine will include Microsoft Tag which is Microsoft’s barcode technology. The tags are incorporated into the full- and half-page ads to provide the new generation of brides a new and different buying experience.
The Microsoft Tags require the user to secure a free application called gettag.mobi which is downloaded to your smartphone. The Tag Reader allows you to take a picture of the barcode which will then generate additional content embedded in the ad, like images and galleries, videos, web sites and messaging. At this point, the bride can store the data and purchase products that appeal to them.
This is not the first use of barcoding in the publication industry but it is the first specifically marketing to brides. The bride now has an opportunity to interact with print through their smartphones and experience the bridal process the same way they are experiencing life — a great approach. It will be interesting to see if a quarterly magazine can find a niche with the new brides.
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