For its September issue, GQ is going live. A little explanation: Every ad and some of the editorial content will feature print-to-mobile capabilities, thus offering readers much more to digest. The bonus material can be accessed via the free GQ Live app, available August 21 for download from both the Apple and Google Play app stores.

According to GQ the “live” issue is a first for the magazine industry, which means there will likely be some kinks along the way. The GQ Live app is made to bring up videos, 3D imaging and more, so there will be plenty of chances for something to not work.

However, if GQ Live works well, advertisers will definitely be excited about the opportunity to engage with consumers in a new way, and readers will certainly enjoy the extra content.