There has been a bit of hype around Esquire Magazine launching an Augmented Reality issue over the last few weeks. But dig through the lovers, haters, groupies, anti technologists and you’ll probably find a magazine creating a little bit of innovation in a dying industry. (did I just say that?!)
Esquire have done a great job in creating not just an Augmented Reality app, but finding the right link in connecting exclusive, custom content with the AR issue. That’s the sort of “differentiator” they would have been seeking to sell some extra issues!
You’ll probably say, yeah that’s cool, I’ll try it once but I wouldn’t bother with the effort for another AR issue… And you’d be right, setting up the AR and actually using it takes a bit of time, when you probably could have just watched that content on their site… But would it be as personal? Maybe, maybe not… Which leads us back to the argument around where Augmented Reality fits into content vs advertising war!