Maclean's goes 3-D for "Rethink" Issue

'Augmented reality' brings added dimension to stories about cutting-edge
technology in special innovation edition

Also this week in Maclean's:
• Rebuilding Sidney Crosby's brain: A Maclean's exclusive from the U.S. lab
where he received treatment •
Visit or pick up the latest issue on newsstands
across the country starting today

TORONTO, Nov. 3, 2011 /CNW/ - Private space travel; driver-less cars; moose crosswalks; rebuilding the brain; and magazine pages that come to life in 3-D "augmented reality." Our second annual Rethink issue is all about innovation—how people, ideas and technologies are transforming our world.

Innovation also applies to journalism in the second annual Maclean's issue. In the spirit of rethinking the ordinary, this issue offers an entirely new way to enjoy the magazine that goes well beyond the printed word. It uses a technology called "augmented reality (AR)." When certain pages are viewed through the camera on your computer webcam or smartphone, they will literally come to life, with audio, video and 3-D content.

Augmented reality, a relatively new technology, has never been used as comprehensively as a storytelling tool in a Canadian magazine before.

"Augmented reality connects the real and virtual worlds to engage our readers with exciting new forms of interactivity in a well-established medium," says Pary Bell, Vice-President and General Manager of Rogers Digital Media. "It marries the printed page with an online presence in a fun, unexpected and innovative way."

Maclean's partnered with the Halifax-based firm Ad-Dispatch to develop this unique experience for our readers.

For instructional material and more, visit: where you will find a video showing how AR works. OR see our Sidney Crosby and Moose Crosswalk stories below to find out how to have your own augmented reality experience.

Rebuilding Sidney Crosby's brain: A Maclean's exclusive
The greatest hockey player of this generation is verging on a comeback—but it may well be because of a relatively unknown therapy he received at a relatively unknown university from a relatively unknown man—who isn't even a medical doctor.

In an exclusive story, Maclean's goes inside the lab in Georgia, where Crosby went for the treatment in August that helped put him back on the ice. Maclean's Cathy Gulli obtained unprecedented access to Canadian-born Ted Carrick, the self-made man and chiropractic neurologist, to learn about his unique methods of treating brain injuries and about how he treated the NHL superstar.

Augmented reality experience: On page 63, you'll see a photo of Crosby and the Maclean's AR logo, directing you to the website Opening this website on your computer will automatically launch your computer's webcam. Hold up the magazine so you can see yourself and the entire photo of Crosby on your computer screen. After a brief pause, the camera will recognize the photo and launch the AR experience—audio, video and 3-D content. Once launched, you can tilt, rotate the page and move it farther from or closer to the camera to get different views of the images that appear.

Moose 'crosswalks'?
With the world's highest-density moose population resulting in over 800 collisions with cars every year, Newfoundland is gearing up to install preventable measures to lower the risk of vehicular encounters with these spindly-legged interlopers. These moose "crosswalks"—a system of fencing, infrared cameras and military tracking software—will be set up at hot spots along the highway to warn drivers from crashing into moose. Maclean's senior writer Nicholas Köhler investigates.

Augmented reality experience: To learn more about the moose program and to play a game on your handheld device, download the Maclean's AR app from the iTunes app store or Android store. Launch the app, and point your phone at the photo of the moose to make him come alive, and to see a reproduction of a new warning system being considered for the province's highways. There's a special treat for smartphone users, too—the reproduction is a game where you attempt to stop a car before it veers off the road to avoid the moose.

PLUS, also in this issue, on newsstands now:
Beaver be dammed
When Sen. Nicole Eaton stood up in the Red Chamber last week with a proposal to replace the beaver with the polar bear as our national emblem, shock and outrage erupted across the nation. In an interview with Maclean's senior writer Anne Kingston, Sen. Nicole Eaton explains why she links the "dentally defected rat" as part of our colonial past and what makes the polar bear a stronger choice as Canada's national symbol.

About Maclean's:
Maclean's is Canada's only national weekly current affairs magazine. Maclean's enlightens, engages and entertains 2.4 million readers with strong investigative reporting and exclusive stories from leading journalists in the fields of international affairs, social issues, national politics, business and culture. Visit

Image with caption: "In Maclean's annual "Rethink" Innovation Issue, readers can see stories on the page come to life using their computer or handheld device. This "augmented reality" technology can be used to learn even more about our exclusive cover story, which takes an inside look at the unconventional new science that helped put Sidney Crosby back on the ice after his concussion. (CNW Group/Maclean's Magazine)". Image available at:

SOURCE Maclean's Magazine

For further information:

Louise Leger

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