House Beautiful’s June issue is Pinterest-enabled

House Beautiful magazine is jumping deeper into Pinterest with its latest issue, which enables readers to grab images directly from its pages to post onto virtual pinboards on the social network.

The magazine, best known for glossy spreads of yummy interior design, is embedding invisible digital watermarks into its “Kitchen of the Month” editorial in June. Once the watermarks are scanned with a smartphone app, readers are then directed to a Pinterest board with photos included in the story, which can then be reposted to their own Pinterest page.

“We know our readers are already taking pictures of pages from our magazine and pinning them on Pinterest,” said Newell Turner, editor-in-chief of House Beautiful. “We see this ... as an important advancement toward further deepening engagement with our readers.”

The technology, crafted by Digimarc Corp., seems like a natural progression from the “Pin It” buttons popping up on retailer websites, with which users can easily grab photos and pin them to Pinterest. Watermarked images can be linked to a single image or to a Pinterest board with several photos that can be re-pinned.

But it’s not as easy as it looks. To actually scan the watermarks, readers have to download an app made by either Digimarc or House Beautiful.

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