New breed of print ad offers mobile interactivity

04/28/2008 | NYTimes.com

Rolling Stone and Men's Health are seeking to boost engagement for their print editions through a new feature that allows readers to receive additional information or special offers from marketers by taking a photo of ad with a cameraphone and sending it to a specific phone number. Allstate, which is running such an ad in the current issue of Rolling Stone, praised the experiment for being "cool" and "innovative" without incurring any additional cost, according to Lisa Cochrane, VP of marketing for the insurance giant.

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