Is augmented reality a passing fad or part of the future of media?

With the news that Elle magazine will work with augmented reality firm HuffPost RYOT on its “Women in Hollywood” issue, WWD’s Alexandra Steigrad asks, is augmented reality a passing fad or something media needs to pay attention to? For the Elle feature, users will be able to use their phone to interact with the print edition of the magazine, seeing live video of the issue’s eight cover stars. Despite challenges with technology (such as the fact that the AR video used by Elle does not support Android yet), Steigrad points out that augmented reality does have potential with advertisers and readers, and Elle says it’ll be using this experiment as a “barometer of sorts” to “demonstrate how content can be brought to life.”