Byline: Melanie Kletter

NEW YORK — A new Internet technology being used by Teen Magazine is designed to make it easier for readers to buy products and fashions they see in the publication.
Readers who go to Teen Magazine’s Web site at teenmag.com will find interactive pages that are set up to look exactly like the print pages. As users scan the mouse across the page, options become available for each item, such as information about where products are available, links to home pages and other e-commerce possibilities.
Every image on the page can be separately represented. For example, an image of an outfit that includes a belt and shirt could provide information about both; even the background of a photo could link to a beach resort home page. A “related items” section connects users with other products such as sunglasses, tanning lotion or anything else that might be associated with a resort.
A company spokesman said the number of products that can be accessed and purchased via each page is “virtually limitless.”
The system, called UltiMedia, will also allow advertisers to carefully track where readers shop and what they are buying, since users must fill out an extensive registration form to sign on. The technology was developed by the Atlanta-based company Ultigo.
“Ultigo [technology] is a revolutionary new tool that will prove to marketers that their advertising in Teen actually moves product,” claimed Lynn Lehmkuhl, president of Teen magazine. “We expect our core audience of 13 to 17-year-old girls will get pretty excited by the chance to immediately buy the items they see in our editorial stories or advertisements.”
Certain editorial pages will launch the technology with the November issue, and advertising pages with the December issue.
Teen Magazine also said it is publishing a 16-page guide, called “Go! The Girls Guide to Everything on the Internet,” that will run in the November issue. Advertiser and reader reaction will be measured to determine if the concept would work as a stand-alone brand extension of Teen. The company said it is accepting six sponsors for the guide, at a premium of $15,000 more than the normal page rate.

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