A new reality

Much like you have to be ready for changes in the green industry, the team here at GIE Media and Lawn & Landscape also has to adjust to advancements in our industry.

If you’ve paid even a little attention to the news lately, then you’re aware that print circulation is declining.

The readers I talk to tell me they want Lawn & Landscape in print, but the general trend for publications shows an increasing interest in digital content.

I’m biased, but I think our print content is fantastic. Even so, we are always looking for ways to make our it more dynamic.

Whether it’s the content, the design or the ads, it’s compelling on the simple print page, but we’re also looking for ways to improve.

One new piece of technology we’ve experimented with in recent months, and we will continue to do so, is augmented reality. It’s basically bringing a print page to life through video. For an example, turn to Marty Grunder’s column on page 26.

We visited Marty and shot some videos called “60 Seconds for Success” that are embedded in his column. The videos are about one minute long and give good pieces of advice.

To access them, you’ll need a smart phone or a tablet with a camera. Next you’ll need to download the Layar app from the Apple store or Google play. You can learn more about Layar at Layar.com.

Once you’ve done that, open the app, point it at Marty’s column and tap the screen. The app will read certain spots on the column, and launch the video.

I’m biased, but I think our print content is fantastic. Even so, we are always looking for ways to make it more dynamic.

It’s pretty cool and is something you can add to your print marketing materials to give potential customers a chance to watch you deliver a quick message or to see your team in action.

We hope to use this technology more in future articles, and want to know what you think. Email me at the address above and let me know your thoughts. – Brian Horn