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BizReport : Social Marketing : May 22, 2012

Interior design magazine tests print-to-Pinterest article

Interior design magazine, House Beautiful, is testing a Pinterest-enabled article in its next issue, enabling readers to post images from the printed page onto their virtual pinboards.

by Helen Leggatt

pinterest-button1.pngThe House Beautiful team already know that images from their magazine, both on- and offline, are appearing on Pinterest and they've decided to deepen this engagement.

Embedded into the June issue "Kitchen of the Month" article are watermarked images that, once scanned with a mobile device, take the reader to a Pinterest board on which images from the article are posted. Those images can then be freely repined to readers' personal Pinterest boards.

"Our thought was - Why shouldn't Pinterest users be able to pin things from the physical world as easily as they pin from the digital world?" said Ed Knudson, EVP, Sales and Marketing of Digimarc Corporation.

To be able to scan the watermarked print images, readers must use technology from Digimarc, which House Beautiful has integrated into its mobile app. The current Pinterest app does not support Pinning from offline sources.

The Digimarc watermark can't be seen by the human eye, thus it doesn't interfere with print presentation. The watermarking technology was initially developed to prevent counterfeited banknotes.

Recent research by Nellymoser found a whopping 99% of the top magazines in the US, by circulation, contained at least one mobile action code of one type or another in the first quarter of this year. That's up from 78% in the same period last year and 96% in Q4 2011.

Tags: image sharing, mobile apps, Pinterest, print magazine, smartphone, social marketing, social network, watermark

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