Lads' mag Zoo to go 3D

Weekly lads' magazine Zoo is to publish a 3D version this week in print and online. The Bauer Media title has 21 pages of 3D editorial and 13 pages of 3D advertising from companies including HMV, Sega, Warner Bros, Unilever's Peperami brand and the Procter & Gamble products Pringles and Shockwaves. Buyers of this week's copy of Zoo will receive a pair of 3D glasses to view the content. Online 3D content is available via PC or mobile at zootoday.com . "There's a huge amount of interest in 3D at the moment and while other magazines may have produced 3D editorial before, we wanted to bring something really exceptional and innovative to this market," said Geoff Campbell, managing director of Zoo. "We have delivered a complete 3D experience for the brand across all its platforms, and we have done this – as no other magazine before – with the support of advertisers who were, like us, keen to create something really different in such a hotly contested market," Campbell added. Zoo's arch rival, IPC Media's Nuts, ran several pages of 3D editorial last week. This month Zoo was in the headlines for the wrong reasons after Danny Dyer advised a heartbroken boyfriend to "cut his ex's face" in his weekly advice column. Zoo subsequently dropped Dyer's column . • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".