The launch edition will include a guided tour of the publication together with – who else? – Richard Branson, as well as games, trailers and exclusive content related to TV shows and films.

For the latter, readers can watch a clip of the covershoot which took place at the Savoy Hotel earlier this year as part of a short film for Duran Duran directed by Jonas Akerlund, together with Swarovski.

Cosmopolitan buyers can watch cover star Jessie J talking to them directly about the up-and-coming Cosmopolitan Ultimate Women Of The Year Awards, while Caroline Flack on the cover of Company, introduces readers to the ‘Little Black Dress’ December issue.

“This partnership [with Zappar] further demonstrates the many ways in which we can enhance our brands, from apps to mobile sites, providing our readers and web users with that all important multimedia, interactive experience,” says Arnaud de Puyfontaine, chief cxecutive, Hearst Magazines UK.

“This data should prove useful for the remaining sales and marketing professionals [who] are still unsure how to measure the impact of the technology,” says Matt Trubow, CEO of Hidden. “For me, the measurements are easily identified and are focused primarily on core business outcomes such as the increased production of leads and sales conversions.

“Our research helps to prove that the most useful information is obtained through the tactile nature of the augmentation. This information, what we like to call ‘mass intelligence’, is a by-product of the user’s interaction with the experience and can reveal client trends that would require mind-reading powers to obtain from the client in the past.”