Margaret M. Boller adheres to the first rule for most content creators: "Know your audience."
As publisher of Nexos Latinos magazine, the president of Morristown, N.J.-based eclipse marketing services also knows an important statistic about her publication's 1.6 million readers—they're U.S. Latinos, and U.S. Latinos are leading the nation in mobile device ownership and use.
Considering her quarterly bilingual entertainment magazine targets cable viewers who are clearly fans of music, sports, movies, cooking and—of course—technology, she decided to display the magazine advertisers' products with a bit of technology she thought readers would really appreciate. Beginning with its Fall 2012 issue, Nexos Latinos partnered with London-based augmented reality platform provider Aurasma on the Nexos Latinos AR App.
Magazine readers could download the app and then focus their mobile devices' cameras on any one of seven pieces of content bearing the app icon. If they focused on the "Movies on Demand" ad, for instance, they could view "The Avengers" movie trailer. If they chose the article about bachata singer Jalil Lopez, they could see the "Princesa Mia" music video and click through to iTunes to buy the song.
"Since its inception, cable companies such as Comcast, Cox Communications, Time Warner Cable, Bright House Networks and Cablevision have utilized Nexos Latinos magazine as part of their strategic Hispanic retention marketing plans," Boller says. The magazine is distributed through these cable providers to their Hispanic customers, as well as through newspaper inserts.
She believes the app helped position her advertisers as tech-savvy and audience aware—a belief reinforced by increased ad spending that coincided with the introduction of augmented reality in the magazine. Bridging the gap between the print and digital world also increased revenue for Nexos Latinos, with a frequent advertiser increasing spending 20 percent in the Fall 2012 issue.