Hachette Filipacchi is using mobile to give legs to print advertisements running in its Woman's Day magazine that has a circulation rate base of 3.8 million and averages 1.5 million unique visitors monthly.

Redesigned in the fall, the New York-based magazine is working with SnapNow Inc. to allow readers to take snapshots of enabled ad pages and then access advertiser content. SnapNow uses image-matching technology for pictures taken with a camera phone. The images instantly become hyperlinks, letting consumers interact with ads or the products in which they are interested.

Woman's Day will continue to pursue that strategy this year even as it builds on the 500,000 monthly page views it attracts monthly on its mobile site. Carlos Lamadrid, vice president and publisher of Woman's Day, and Adam J. Shapiro, New York-based vice president of sales and marketing for North America at SnapNow, took questions on how Woman's Day is using mobile technology to add value to advertisers' print ads. Excerpts:

What is Woman's Day's take on mobile?
Mr. Lamadrid: We are always looking for additional ways to communicate with our readers, especially through something as essential to their lives as cell phones.

In fact, we have a dedicated mobile division within the Woman's Day brand group, which has created the Recipe Finder on iPhones.

How unique is the deal with SnapNow?
Mr. Lamadrid: Woman's Day's partnership with SnapNow is unprecedented.

It's the first time a publication used the technology to include both expanded editorial features along with advertising promotions.

While clients such as Kraft, Pledge, Dove, Walmart and others offered compelling reasons for consumers to snap, Woman's Day enhanced the editorial pages of the magazine, offering additional recipes, purchase opportunities of featured products and sweepstakes.

This editorial/advertising synergy was never done before Woman's Day's interactive issue.

What does the SnapNow technology enable Woman's Day to do?
Mr. Shapiro: It allows readers to interact more deeply with the publication and its advertisers.
Among the more than two-dozen enabled pages, readers could watch videos, get health tips and enter several sweepstakes.

For advertisers, that means more time spent with their brand and products, while getting useful information or entertainment normally only associated with digital. It brings print to life in a new way.

Woman's Day's reasoning for using the technology with its advertisers' print ads.
Mr. Lamadrid: The SnapNow technology allows us to continue our print dialog with readers in a digital medium.

In addition to exclusively offering this technology, Woman's Day created the accompanying mobile sites for each advertiser promotion, making it completely turnkey for our advertiser partners.

What results have you seen so far? Which issues were mobile-enabled?
Mr. Lamadrid: The Nov. 1, 2008 launch issue generated more than 158,000 total impressions.
Eleven advertisers participated and 11 editorial features were Snap-enabled, giving our readers numerous ways to use the technology and get even more from the magazine.

The advertiser promotions really resonated with Woman's Day readers. They generated some of the greatest, individual impression levels, especially those with sweepstakes offers.

What are advertisers saying?
Mr. Lamadrid: The response has been so positive that we have extended the program to four issues in 2009, including April 14, May 5, Oct. 6 and Nov. 3.

In fact, one of our 2008 advertising partners received such tremendous response, they have contracted to work with SnapNow on their own promotions.

How does the mobile effort work for Woman's Day readers?
Mr. Lamadrid: First to whet readers' appetites, we pre-promoted the effort in-book to build awareness and excitement.

Within the issue, we ran a full-page ad describing how it works along with two units -- 1/3-pages -- showcasing the editorial and advertising promotions found inside the issue.

A tutorial was also posted on WomansDay.com. To participate, readers simply snapped the desired enabled page. What made this so compelling for readers was that each enabled page had a custom icon that told readers what they would specifically get from that promotion.

How are Woman's Day's readers evolving?
Mr. Lamadrid: Clearly, all consumers are evolving with how they interact with media. This technology speaks to the expanding and evolving need of our responsive readers.

Always eager to interact with our content and advertiser messages, our readers are able to more immediately connect and receive information they seek and participate in promotions.

Are advertisers in lockstep with mobile?
Mr. Lamadrid: As with most advertisers, mobile sites are still in development. That's why the Woman's Day brand group gives advertisers a completely turnkey opportunity with this promotion.

We create the mobile sites for each advertiser in addition to helping them create the most strategic and effective mobile promotion.

Outside of our interactive Issues, advertisers may take advantage of mobile banner ads, custom editorial integration, micro-site creation and awareness research studies.

What challenge is SnapNow helping Woman's Day address?
Mr. Lamadrid: Woman's Day has always been about service, and the SnapNow technology allows us to continue the print dialog through a new media. It allows us to offer additional value or a level of service to our loyal readers.

What next for Woman's Day and mobile?
Mr. Lamadrid: We're expanding the interactive Issues to four in 2009 -- April 14, May 5, Oct. 6 and Nov. 3. And, as always, Woman's Day will continue to investigate those mobile and new media opportunities that best serve our core audience.