“I love newspapers but every time I read one I get frustrated because there is nothing to click on, no way to comment, share or watch a video,” says Claire Boonstra (pictured), Co-Founder and Business Development Director of Layar, during the Print Plus session of WAN-IFRA's World Newspaper Congress in Kiev, Ukraine.
As newspapers embrace digital, that has included experimenting with QR codes and, increasingly, augmented reality, Boonstra says.
Layar has partnered with a number of print publications that are integrating the solution into their editorial processes, featuring videos and infographics, such as NRC, a leading newspaper in the Netherlands, as well as a number of magazines.
Linda magazine, the largest Dutch women’s glossy, has about 200 pages and 90 of those pages have been made interactive with the Layar solution, which Boonstra says is fully integrated into all editorial processes.
For the end user, this means downloading an app for their mobile devices. There have been 24 million downloads so far. For the publication, it is a web-based tool.
Boonstra says there are several lessons for publishers here:
- interactive paper is different from digital;
- paper is the starting point, not digital;
- it is a short and relevant digital experience for users;
- “and it gives a good reason of why to pull out your mobile phone."
For more reports from the World Newspaper Congress and World Editors Forum visit the Kiev 2012 blog.