Ingenious magazine on a bottle

McKinnon emphasised that the company would “not be just a beverage company” but had plans for developing magazines integrated into many different types of Fast Moving Consumer Goods (FMCG), and holds patents for on-product magazines attached to all common food packaging formats.

The concept of a large circulation, controlled circulation (free), pocket-sized magazine offering a short read is not new (Gizmag’s print magazine has been available for three years), but with the grocery channel distribution, we expect MMC to flourish and its magazines to have a major impact on global publishing.

The magazine’s pocket-friendly size makes it easy to retain – perfect for in-store product/brand recall, redemption vouchers, interactive campaigns and branding exercises.

iLove will be sold in supermarkets, petrol stations, convenience stores, cafés, restaurants, train stations, airports, kiosks, major events – virtually anywhere bottled water is purchased.

Background

Marketing student Joanna Wojtalik invented the concept of on-product publishing during her Swinburne University marketing degree in 2003. In 2004 Joanna met McKinnon through a mutual friend, Evan Linwood and the group immediately started research and development to make the invention possible and economically viable.

Twelve months and many designs later, with new guiding mentors Mick Hall & Kevin Violi, the group began raising the capital to take the final product to market.

They formed Modern Media Concepts, a privately owned company, backed by the people who run the business along with passionate investors from a variety of publishing, entertainment and related industries.

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