Home' The Channel Magazine : National Newsagent September 2012 Contents CIRCULATION
ThE ChANGING FACE OF
Linking print and digital
The smartphone is fast becoming one of
the toughest battle grounds for the major
With smartphone penetration in Australia
one of the highest in the world, it is no
surprise that Fairfax and News Limited have
upped the ante in their mobile offerings.
Fairfax unveiled AirLink and News
Limited launched News Alive in mid 2012.
The enhancements allow readers
of the printed page to view additional
copy by scanning a designated photo or
Fairfax’s AirLink, dubbed the “QR code
on steroids” was developed for the SMH and
The Age iPhone apps.
AirLink is primarily used for editorial.
When a paper goes to print at 11pm each
night stories can be updated the following
day with new copy, photos or video.
The addition of AirLink proved a hit with
readers with SMH app downloads increasing
by 14% in the launch week.
News Alive is a stand-alone app that
incorporates an augmented reality system.
The software generates a three-dimensional
image that the user controls. News Alive is
primarily used to link advertising.
Consumers are getting their news
vicariously, via social networking rather than
dedicated apps and therefore, expecting
people to pay for mobile apps could be a
stretch, according to one researcher.
Source: the PANPA Bulletin
The NT News certainly knows how to
enhance its readers’ experience.
Harnessing the power of social media,
readers were invited to choose headlines
and photos and, on one day, to create the
It all took place over the paper’s
Facebook page, which has 15,000 followers.
The NT News has asked for readers’
feedback for many years. When they began
asking readers to write a headline they had
over 100 commenting within a few minutes.
Source: PANPA Bulletin
Augmented Reality From ACP
ACP have announced that all of
their titles will carry viewa, ACP’s new
augmented reality application for
smartphones and tablets, in editorial and
advertising pages by early October.
After downloading the free viewa app,
readers just need to open it, choose
their magazine channel and hold their
smartphone or tablet over an image for
immediate delivery of digital content.
Unlike QR codes, viewa does not require
watermarks or barcodes to activate
content: viewa recognises existing
imagery. It also allows for simultaneous
executions from a single trigger image.
Videos can play directly off the page;
images can appear in 3D; users can save
content such as recipes, travel guides or
mobile vouchers to their device; they can
enjoy audio, play games, take part in a
reader poll, enter competitions while on-
the-go or interface directly with Facebook,
Twitter, Tumblr and email.
There is also shop-direct functionality:
so long as the advertiser’s e-commerce
site is mobile-optimised readers can buy
directly from the page, with no need to
display multiple URLs for the featured
Pacific On Pinterest
In an Australian-first print activation,
the September issue of Better Homes
and Gardens features a unique Genie
activation, which allows users to ‘pin’
images direct from the pages of the
magazine to the pinboard-style social
photo sharing website, Pinterest.
Genie is a free app available on
iTunes App Store or Google Play store.
It connects readers to off-the-page
The technology works by allowing
readers to scan selected images from
the magazine with the Genie app, and
instantly be taken to Pinterest where they
can repin images direct from the page.
Touching the image takes the user to the
Better Homes and Gardens website, where
they can get recipes, DIY guides, how-to
guides for craft and more.
Source: Publishers Australia
QR Code-Based Shopping
PayPal and partner Point and Pay
have teamed up with The West Australian
newspaper in innovative QR code-based
Readers of the weekend edition of the
West Australian newspaper have a chance
to buy products instantly using their
smartphones in an innovation aimed at
linking traditional printed newspaper media
and modern digital technology.
Saturday’s Weekend West included a
four-page advertising lift out that allows
consumers to purchase products directly
with their smartphone. Consumers can scan
the QR code and purchase securely through
PayPal and the Point and Pay service.
“In order to maintain relevance to an
increasingly social, mobile and digital
audience, traditional media is undergoing
a digital revolution, establishing ‘second-
screen’ appearances as Australians
increasingly use multiple platforms to
consume media,” explained Point and Pay
MD Damian Cook of the philosophy behind
“The consumer path to purchase has
clearly shifted to mobile. The mobile
commerce revolution is here to stay and
we want to provide media and retailers
with opportunities to better connect with
consumers no matter where they are.”
National Newsagent September 2012
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