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Macy's embeds interactive catalog in iPad magazines

May 23, 2010

MediaWeek reports that retailer Macy's has experimented with an inventive use of Apple's popular iPad device. Recent digital editions of 20 popular magazines, including Elle Décor and Marie Claire, contained an interactive ad that brought all of the content of the retailer's 60-page catalog into a two-page scrolling slideshow.

The program turns the conventional magazine ad on its head, said Nicholas Pavach, vp, advertising sales and custom publishing for Zinio.
 
"Traditional magazine ads are branding mechanisms for advertisers,” he said. “It’s unique to use magazines to launch a catalogue."