The new bridal magazine "Get Married" is letting its advertisers mobilize print their ads, adding an element of interactivity and better measurability.

Using Microsoft tag technology, the inaugural issue of Get Married will allow advertisers to directly market to consumers via their mobile devices. With Internet capable camera phones, consumers get product information directly to their phone after snapping a picture of the tag.

"We pitched our three platforms, online, television and magazine to a handful of advertisers, like the tourism travel side of St. Lucia [islands] and Lenox tableware, and what really attracted them was the tag technology," said Stacie Francombe, founder and president of Get Married, Atlanta.

Get Married, a multi-channel wedding resource with platforms in print, online and TV, will launch the Get Married magazine in October. The Get Married TV show airs weekdays on Lifetime Television.

The wedding publication was able to change the bars of the bar code to the Get Married heart, as a way of branding the technology for themselves.

Get Married isn't the only brand to embrace the tag technology. Recently, Ford Motor Co. included Microsoft tags in print ads for the 2010 Taurus.

The automaker promises that the campaign is as high-tech as the highly anticipated sedan now arriving in dealer showrooms. The campaign kicks off on Aug. 4, with an aggressive Web presence (see story).

Full and half page advertisements, along with column-like pages by Get Married's staff will feature the bar codes.

So, how does it work?

Consumers download the application onto their smartphones. After selecting the application in their phone, the user's camera opens. Once the bar code is snapped, a message is sent to the network and the appropriate ad is sent.

Advertisers pick what form of ad they desire, whether it is video, text message or click-to-WAP.

Get Married is pushing for advertisers to use video. Depending on the size of the company, Ms. Francombe cited Bloomingdales and Target as advertisers having their own national spots, whereas Get Married is working to reedit and shoot new footage for Lenox.

"We're turning more into video technology because it's the next wave," she said. "But it can be anything. It can be a URL or a text that pops up, but the unique part is video."

Ms. Francombe said with the downturn of magazine sales, this new technology should draw some advertisers back.

"With print being on the out, the tag technology gives advertisers the opportunity to bring their ad to life," she said.

The tags are trackable, giving advertisers and publishers the luxury of counting clicks.

"We don't know how many people flip through our pages," Ms. Francombe said. "But now with tags you see how many people watched it and where they went from there."