Hearst online magazine readers won’t be able escape display ads by clicking “print” anymore, as the publisher has signed on with software company Format Dynamics. Good Housekeeping is the first Hearst Magazines Digital Media site to get Format Dynamics’ CleanPrint software embedded within its pages, while the publishers other 25 sites, including Cosmopolitan, Esquire and Delish will get the same treatment over the coming months.
The general printed page format consisting of just black and white text has lasted so long, in part, because advertisers didn’t want their ads denuded of color and squeezed even farther to the margins. Format Dynamics believes its solved the margin problem, and these days, most printers offer color. Secondly, Hearst is promising more contexual based ads to inspire more printouts. Secondly, Hearst might be in a position where it can charge more, since it can tell advertisers that readers who print are more engaged.
Working with Format Dynamics is another small step in series of leaps Hearst has been taking with its digital content, including developed to debut its mags on the Skiff Reader — which unlike Amazon’s Kindle, this e-reader features ads on the page — and the digital storefront being prepared with rival publishers. Release