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Virtual reality (VR) and augmented reality (AR) are set to transform everyday reality as we move into a networked society – and the media and journalism space is no exception.
While Augmented Reality (AR) has existed for more than 15 years, it is now just getting some buzz with the progression of mobile phones and their corresponding applications, video cameras and GPS units.
The media is even jumping on board, with Esquire Magazine promoting how users can experience additional content by purchasing its December Augmented Reality issue.
Yet according to Gartner’s 2009 Hype Cycle of Emerging Technologies, AR still has a long way to go. It will be between five and ten years until mainstream adoption. In the meantime, it’s well on its way toward the “peak of inflated expectations” – when everyone’s excited and wan
While Esquire Magazine may have received the most press for its AR issue, it wasn’t the first to play around with Augmented Reality. Popular Science also featured AR in its July issue about the future of energy, as did InStyle Magazine with a December issue that boasted its cover of Taylor Swift “could come to life” — with Swift delivering AR users a special holiday message.
So how can the media effectively use AR to its benefit? Similar to the marketing challenge of using Augmented Reality, the challenge here will be to deliver additional content of relevance to readers — while still making it easy and fun to access.
In his Ode to Journalism blog, Roger Williams University journalism professor Michael Scully comments on the Esquire Magazine use of AR: “For now, the technology is gimmicky BUT it does represent a first step towards true integrated media. Imagine, for example, if other media groups started doing this? Newspapers could put these little barcode icons in the Sports Sections where readers can see play-by-play highlights from the game, for example.”
With magazines being some of the early media adopters of AR, it’s safe to say that they’re trying to obtain new readership through such technology. It’s yet another outlet to distribute content and connect with readers for more of a news ‘experience.’
Just as reporters and marketers alike had to learn about the latest social media tools to identify sources and communicate news, so will they have to learn how to successfully adopt AR into their communications strategy.
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