Quad/Graphics, Inc. and WIRED have collaborated to produce America’s first mass-produced Near Field Communication (NFC) magazine ad. WIRED’s April issue features an ad with an NFC tag that launches a mobile site when tapped by an NFC-enabled Android smartphone. NFC chips have been used in smartcard and other applications, but the advertisement appearing in 500,000 subscriber copies of WIRED’s April issue marks the first time the fast-emerging chip technology has been used in an American magazine on a mass scale.
“This is a landmark development in the continued redefinition of print and the ways print can be married to innovative technologies to drive greater reader engagement and response,” says Joel Quadracci, Chairman, President & CEO of Quad/Graphics. “It is appropriate that we have partnered with WIRED and its Condé Nast support team to bring this innovation to market. WIRED is all about the future and how ideas and innovation are changing our world, and we see NFC changing how magazines and their advertisers will interact with readers.”
Chris Pryor, Executive Director of Quad/Graphics Media Solutions, says applications of the new technology will ramp up quickly as more NFC-enabled smartphones come onto the market and as advertisers discover how to leverage the unique characteristics of NFC. “We now have the ability to help publishers and their advertisers create interactive and highly personalized campaigns that simply require a reader or recipient to place their smartphone on or near the ad to activate,” Pryor says. “Other applications will involve having the reader take a NFC-enabled advertisement or promotion into a store or dealership, where NFC readers and point-of-sale terminals can activate personalized discounts and other offers.”