From this week, readers of Grazia and Heat magazines “will be able to point their phone or tablet camera at the pages and immediately find out more about products recommended by editorial or shop the adverts,” Bauer explained.

Phuzion Media’s image recognition technology means that QR codes and watermarking are not required, so the magazine content does not have to be redesigned with additional codes. The firm describes itself as a "visual commerce platform".

Clare Chamberlain, group commercial director for Bauer’s London Magazines portfolio, said the new partnership marked another step forward in innovation for the group’s publishing portfolio, “offering fresh and relevant ways for our commercial partners to connect with their audiences”. 

Bauer’s own research has found that 11% of those surveyed were reading more magazines during the latest lockdown than they were last year, with more than one in three people reading magazines overall.

“We’re excited to offer this new service to our clients, proving the brand building power of editorial coverage and print advertising with digital direct response capability,” she said.

Julian Linley, Phuzion partner and director, said he was proud to agree the new Bauer deal.

He commented: "Applying our white label mobile image recognition technology to these iconic titles will unlock new revenue streams for Bauer, add significant new value to advertisers and commercial partners, and create a more connected content ecosystem with their highly engaged audiences.”

Phuzion Media was set up last year with the goal of becoming a “next generation media technology company”.

It has also teamed with Midland Chandlers, part of Arleigh Group, on the creation of a ‘snap to shop’ trade catalogue. 

Linley has a track record in publishing and technology, with roles at Emap, where he was deputy editor of Heat, Bauer (following its acquisition of Emap’s consumer magazines including Heat), and Hearst UK, where he was business development director.