Linkz uses digital watermark technology to embed links alongside editorial or within an advertisement that, when scanned by a reader using the free Linkz app, launches additional content, images or video on the reader’s phone.

The idea behind the technology is to encourage readers to interact with the page in a new way, and also to create a new reason for advertisers to continue with print spend.

The edition has a circulation of 70,000 and publisher of the magazine Roger Ogle said that so far reader reaction to it had been really positive.

Andrew Perry-Smith, co-founder of Linkz, told PrintWeek that the development of the technology was stimulated by the increasing use of mobile phones. "Increasingly we all live our lifestyles through our mobile phones," he said. "At a very simple level this technology helps keep print advertising relevant in the current environment, especially if you’re trying to measure its impact."

He said the company was started in May 2012, but the platform was only launched two months ago. So far three or four publications were engaged in using the technology, he said, and conversations with others were ongoing.

Perry-Smith compared the technology to a "second generation QR-type code". "But it’s safer and more secure," he said. "And it doesn’t damage the aesthetic quality of the printed work, as you don’t have to change your existing artwork."

Mark Jones, sales director at Precision Colour Printing, which printed the Swindon Link, said he had also seen similar technology used in other magazines it published.

"At the end of the day we want to be printing magazines," he said. "But this is an ancillary business we’re keen to encourage wherever we can.

"We’re trying to sell it to help people sell print advertising. It’s a positive for us. The trick is to monetise it and to use it in a creative way."

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