Magazine article Editor & Publisher

Extra, Extra!

Magazine article Editor & Publisher

Extra, Extra!

Article excerpt

[ILLUSTRATION OMITTED]

A new mobile app offers publishers a way to bridge the gap between print and digital. While a traditional paperboy delivers newspapers to your front door, Swiss company kooaba's Paperboy app delivers the paper to your digital devices. Paperboy is a free download for iPhone as well as Android-based smartphones.

Paperboy (paperboytool.com) uses image recognition to connect the printed publication with digital extras on mobile phones such as pictures, videos, interviews, and audio samples. All readers have to do is take a photo of the page, and they are taken to the digital version right on their phones.

"The app is powered with sophisticated image recognition technology," said marketing manager Tom Desmet. "It connects the real world with the digital world without the need to add a bar or QR codes or watermarks."

Besides the interactive print, readers see other benefits. Just by taking a picture of an article, readers can share that news through email or social media--"a digital version of tearing out pages," Desmet said.

An attractive feature for publishers is how easy it is to make their paper interactive: Just upload a PDF of the new issue to kooaba's servers, and the proprietary technology does the rest. Each printed page gets connected to a mobile results page via image recognition. This also includes print advertisements, called Smart Ads.

"Advertisers can now enrich their ads with great content and services, such as coupons, sweepstakes, and product videos," Desmet said. …

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