Publishers look to innovate with augmented reality

IPC and Bauer Media are both launching separate high-profile augmented reality initiatives for their Look and Heat titles in a bid to bolster their magazine experiences amid the continued decline of print circulation in the UK.


IPC’s women’s weekly magazine Look is partnering with LA based Smashbox Cosmetics. Visitors to the magazine’s high street catwalk event The Look Show in October will be able to shop for cosmetics and fashion products from a virtual wall using an augmented reality Blippar app.

Using the app, Look readers will be able to purchase items from a Smashbox Cosmetics branded section using the app in the post-show magazine.

Magazine features, print and online display advertising, social media and homepage takeovers also form part of the partnership.

Meanwhile, Bauer Media’s women’s weekly title Heat has announced plans to release more augmented reality issues after declaring the July trial using the Aurasma platform a success.

The publisher claims the issue generated over 180,000 “interactions” in just four days. The magazine’s total circulation is 290,003.

Nicky Holt, publisher of Heat magazine, says: “Operating in such a competitive environment, we are a multi-platform brand, allowing our readers to access their celebrity news through as many media channels as possible. Aurasma’s platform allows us to take one step closer to achieving this goal by merging the boundaries of our print, online, mobile and broadcast offerings.”

The moves come as women’s weekly titles were one of the steepest drops in circulation during the first half of 2012 according to latest figures from the Audit Bureau of Circulations (ABC).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here