European Stars And Stripes (Newspaper) - December 1, 1986, Darmstadt, Hesse                                Ads that stand up for themselves Magazine Byrski Wollenberg associated Pressa advertisers Are making Magazine browsing an extrasensory experience. Elaborate pop up ads startle readers with Throe dimensional views of City skylines or pickup trucks fragrance strips provide who Fly of perfume Cologne. Cosmello inserts carry several shades of Eye Shadow a computer company bought ads in French and Spanish magazines last year that played classical music and hashed tiny lights when the Page fell open. People in the business say advertisers May one Day buy Magazine ads that play 30-second commercials when readers pull a Tab. Some Call this creativity. Others can it sensory assault. But the innovations Are enlivening Magazine advertising. Pop up ads Are designed to make messages literally stand out ram the crowd. Fragrance strips and cosmetic inserts allow readers to Sample perfumes and makeup in privacy. But the innovation Aren t cheap particularly when multiplied by the million or More copies that must be produced to make an Impact. Production costs alone Range from 1 to 3 cents for each fragrance strip and from 5 to 20 cents for each cosmetic insert said George Lane of Weber aft technologies inc., a North Brunswick  company that makes them. A pop up costs 30 cells to $1 to produce estimates Gordon heave director of the commercial division at enter visual communications inc. The los Angeles based Isle visual has years of experience making pop up books of children and Young adults and it recently created pop up Magazine ads for Honeywell inc., trans Amarica corp. And Chrysler corp s Dodge trucks. A manufacturer of office systems. Minneapolis based Honeywell spent $1 million to produce a three dimensional and mat appeared last year in business week. The and showed a paper products Plant and office Tower calling attention to the company s capabilities in integrating building and manufacturing controls computer systems and office automation. There had never been a pop up of this complexity in a National ,1 said Jennifer Guiamar who hand Stew a Honeywell account Al the advertising Agency boo Minneapolis. Ninety six percent of readers surveyed later said they saw the and. 90 percent identified the sponsor and 40 percent said they had read most of the and Grismer Saidon top of that she said people thought the piece was creative and innovative and transferred those feelings 1o Honeywell the insurance company tra Samerica spent $3 million on a pop up and that showed its triangular Tower in the Center of the san Franciso Skyline photo above. The company had 55 million copies of the and inserted in the full Domestic run go the sell 8 edition of time. William Mcclave. A spokesman Lor tra Samerica said inter visual put 560 people to work assembling the and by hand Lor 17 weeks in Mexico and Colombia. Reader recall scores have been impressive he said. Inter visual a Hearne said the Dodge pop up and that appeared in the sept. 22 Issue of sports  the most Complex his company has done. The Centrepiece is a replica of the Dodge Dakota pickup truck Complete with Side View mirrors and a Hood that lifts up to reveal the engine. Another View of the truck has a door that swings open while a third View has a Tab that permits you to Load the truck bed with a piece of cardboard  it lets the Reader kick the tires in print said William Tracy advertising manager for Dodge trucks in Detroit. That is the same Type of personal involvement that fragrance strips and cosmetic inserts offer readers. Proc by cat Ltd microencapsulation encases fragrance oils in a paste of Liny capsules thai is spread on paper and then folded Over on Itsell. A Reader releases the fragrance by tearing the paper open breaking the capsules. Giorgio perfume inc. Is widely credited with popularizing fragrance strips which experts say Are now used by As Many As a dozen fragrance makers. The Beverly Hills  Giorgio operated a clothing boutique when it brought out a fragrance in 1981. It sought customers outside its local clientele by using fragrance strips in several regional magazines aimed at affluent readers and later in Vogue and other women s magazines. Scent strips built our business said Dorit Keir director of marketing services for Georgio whose fragrance sales have reached about $100 million a year. Pai sums de Coeur ltd., a Stamford  company that markets inexpensive fragrances r Hembling More expensive brands is using fragrance panels directly on the and Page rather than As an insert. The panels Are covered by paper shaped like bottles that can be peeled off to let the scent escape. Cosmetic in its have become common in the past year web Craft 9 Lane said. They permit companies to offer samples Olu to six shades of makeup or Eye Shadow in a single insert in one of the More ambitious Magazine ads International business machines corp s French subsidiary ism France placed a four Page and with sound and lights in the March 25,1985, editions of the French newsweekly be Point an behalf of the ism pc. When readers opened the Center spread music from Beethoven began playing and tiny lights flashed on the computer powered by Liny itt Volt batteries ism declined to reveal How much it paid Lor about 300,000 copies of the ads. They were very successful in meeting the goals of projecting ism s image As a Friendly company and a Leader in technological advancement said Theo Chisholm an ism spokeswoman. She said the company s Spanish subsidiary used a similar and in Spain later in 1985 with similar results. Tote visual s Hearne said the technology already exists that would enable an advertiser to have its commercial played when a Reader hips to its and. The Only obstacle would appear to be Cost and the willingness of Magazine publishers to accept them. To Dale Magazine publishers report Little negative fallout from elaborate ads. Magazines that accept fragrance or cosmetics strips generally limit How Many they will accept per Issue to avoid mixing scents or overpowering readers. Some  said David Rubin advertising director at Vogue will write in and say your Magazine has to be Hung out on the line for a couple of hours before i read it but those Are very  monday december 1, 1986 the stars and stripes Pao,e13