The new service will allow brands and advertisers to connect with readers, seamlessly directing them to digital and online content and extending their customer journeys, says Bauer Media.

This new feature comes as recent Bauer Media research found that over 1 in 3 people read magazines during this third lockdown and 11% said that they were now reading more magazines than they were last year prior to the pandemic. Plus, with over half shopping online more and 80% agreeing that technology has made shopping online easier, the new offering aligns with new consumer shopping habits, says the company.

From 17th May, readers of Grazia and heat will be able to point their phone or tablet camera at the pages and immediately find out more about products recommended by editorial or shop the adverts. This is possible without the addition of QR codes or watermarking, so there will be no changes to the design of editorial or creative. The image match functionality also helps brands to circumnavigate search engines, providing a powerful layer of direct customer access combined with previously unavailable engagement metrics, personalisation opportunities and the ability to create connected campaigns on multiple platforms.

Clare Chamberlain, Group Commercial Director, London Magazines, Bauer Media said: “This marks yet another step forward for us in innovating our publishing portfolio, offering fresh and relevant ways for our commercial partners to connect with their audiences. We’re excited to offer this new service to our clients, proving the brand building power of editorial coverage and print advertising with digital direct response capability.”

The technology will be activated in issues of Grazia and heat following 17th May.