By Clare Kermond
IN A world first for newspapers, Fairfax today launches technology allowing readers to wave their iPhones over an article to see extra video, photo or editorial content.
Called AirLink, the technology has been likened to the magical newspapers in the world of Harry Potter, where the images come to life and start acting up in real time.
Fairfax creative manager for cross-platform Zac Skulander said AirLink had huge potential. For example, during the London Olympics, readers could see a story about a race and scan their phone over it to see video or a photo gallery.
Readers will see the AirLink logo on stories and ads, then go to The Sydney Morning Herald app on their iPhone, hit the AirLink button and pass their smart phone over the image to access the special content.
AirLink will be live on the SMH from today and is coming to The Age soon. It is also in use in the Sydney and Melbourne magazines.
The technology has been a year in development by Fairfax Media. The SMH is believed to be the first newspaper in the world to use it. Up to 10 articles each day will feature AirLink content.
Editor-in-chief and publisher, Sydney Publishing, Peter Fray, said: ''AirLink allows us to bridge newspaper and mobile platforms. By providing a wealth of additional content to readers on their iPhone, we are giving them an enriched experience of our newspapers unlike anything they have seen before.''