Hours after I went off about the utter failure of print magazines, Dorothy Perkins just happens to release an online magazine as an interactive advertising tool.

The entire advert is in magazine format, only digital.  The pieces being shown can be clicked on to purchase, the layout and information provided are all in traditional layout, yet the format has been updated.

I can easily see this being first implemented in more retailers, then possibly a beta run by print magazines (if they’re smart about their survival plan of action).  If [for instance] Vogue had a link to everything they featured in an editorial and received a commission if a click through purchase was made, that is instant income.

This format has incredible potential – congratulations  to Dorothy Perkins on keeping two skips and a hop ahead of the pack!