Paper360 - July/August 2013 - (Page 8)
Ready for Print 2.0?
Creative collaboration between print and digital will ultimately
enhance the value of paper
n the late 1990s the term “Web 2.0” was
coined to describe the next generation of
interactive websites. Now it seems “Print
2.0” may be next, referring to the combining of print with digital.
Although Print 2.0 is not yet a household term, the concept of creating interactive
print is very real for a number of companies. It involves combining traditional print
vehicles like magazines, newspapers, and
ads, with digital elements readers have grown
accustomed to using online; videos, social
media, online shopping, blogs, product
reviews, and content previews. Today’s savvy
consumers want more than just information—they expect an experience.
One company driving the interactive print
movement is Layar which has developed an
app that uses Augmented Reality (AR) to
bring print to life. According to the company, AR is a way of viewing digital information which has been superimposed—or
augmented—onto a live view of the physical, real-world environment. Layar U.S.
General Manager and cofounder, Maarten
Lens-FitzGerald, has been busy spreading the
word about the benefits of uniting print and
digital, most recently at TAPPI’s PaperCon
2013 conference in Atlanta.
“Print is about utility, about conveying
information for a certain utilitarian purpose
like a package showing you how to use the
ingredients,” says Lens-FitzGerald. “AR is a
method to make these uses come alive. For
magazines it enables engagement with content as you would online: like it, share it and
comment on it. Or get more into it by viewing
a slide show or a video.
“Why not buy it straight off the page?”
suggests Lesn-FitzGerald. “Most retailers
have mobile phone-enabled commerce sites.
AR can link the printed page to these fulfi llment sites. No need to write down the links
and go to a computer to buy it. Just scan the
image and immediately place an order.”
Augmented Reality is already yielding
positive results for consumer industries. Last
year, Nissan launched an interactive print
campaign using Layar’s AR app. More than
8 million readers viewed the campaign in
one day, which lead to more than 6,500 page
views at a 42 percent click-through rate.
Nissan reported test drives for the Nissan
Altima increased by 65 percent as a result of
the interactive print campaign.
Another company in the print/digital integration business is Quad/Graphics, the global
printer and media channel integrator that for
more than four decades has been “redefining
print.” The company’s interactive print solutions group has a suite of products focused on
the next age of print media including QR codes,
Image Recognition (IR), Augmented Reality
(AR), and Near Field Communication (NFC).
While the term Image Recognition may
conjure up images of The Terminator, it is now
a viable media solution which allows consumers to activate an image by connecting
to mobile content. Their Augmented Reality
Table of Contents for the Digital Edition of Paper360 - July/August 2013
Over the Wire . . . News Summary
Ready for Print 2.0?
Eldorado Brasil Begins Operations in the Pulp Industry
Newark’s Frank Papa on Leadership and Innovation
Tissue Mill Dewaters Pulp with Innovative Disc Filter
TAPPI Journal Summaries
Next Generation Enzymes for the Paper and Pulp Industry
The Best Resources for Your Best Resources
What’s New on Paper360.org
Paper360 - July/August 2013