November Issue Marks the First Time the Technology is Used Within Editorial Content in a Condé Nast Publication
NEW YORK – Golf Digest, the number one golf publication in the world, is taking reader interaction to another level by bringing the content of the magazine to life. On newsstands October 6th, the November issue will feature Microsoft Tag technology within its editorial pages that will allow readers to instantly view video on their smartphones.
Launched at the beginning of 2009, Microsoft Tag is a free application that allows consumers to quickly and easily “snap” two-dimensional barcodes with the camera on their web-enabled smartphones. Users are taken directly to mobile content that can range from video and music to additional product information. The tag technology has previously been used in print publications for advertising, but this marks the first time it is being employed as an editorial feature.
Golf Digest is using the technology to enhance its instruction tips from some of the top players and teaching professionals in the country, including Tiger Woods and Butch Harmon. Once the user reads the instruction tip in the magazine he or she can “snap” the barcode and watch the tip explained in greater detail by one of the magazine’s editors.
“Mobile devices are now part of everyday life, even in golf, and this technology is an exciting bridge between print and mobile capabilities” said Jerry Tarde, Chairman and Editor-In-Chief of Golf Digest. “Readers look to Golf Digest for world-class instruction and this enhancement will change the way they develop their games and consume the sport.”
The November issue includes 11 tags, like the one below featuring a lesson on PGA Championship winner Y.E. Yang’s swing sequence. The tags are not limited to instruction tips; the issue also includes tags with additional video demonstrations of the latest equipment and a behind-the-scenes video of a photo shoot with Michael Jordan.
“Golf Digest immediately saw how useful Microsoft Tag could be to its readership,” said Aaron Getz, product unit manager for Microsoft Tag at Microsoft Corp. “Combined with its knowledge and passion for the sport, Golf Digest is able to bring its editorial content to life with video and data. It is exciting to see the many ways this cutting-edge technology can be used to give readers even more value.”
According to Microsoft, there are 50 million smartphones in the United States alone that are capable of using Microsoft Tag. A list of compatible devices and instructions on how to download the free application can be found at http://www.microsoft.com/tag or from your mobile device at http://www.gettag.mobi.