Atria Books Employs New Smart Phone Technology to Add Digital Experience to Physical Books
In conjunction with the publication of a number of forthcoming titles from Atria Books, the publisher is employing a new smart phone technology that will provide readers with a digital experience to augment and enhance the physical book.
Using Microsoft Tag, a new mobile barcode technology developed by the software company, Atria will begin rolling out books with a special bar code on the jacket or within the pages. Consumers, after downloading a free app at http://getTag.mobi to their phones, can then scan the Microsoft Tag using the camera on their phone, which brings them to a web destination featuring bonus content, including video, author interviews, and exclusive excerpts and sneak previews.
“We’re pleased to introduce to book readers this readily available and up-to-the-minute technology that bridges a gap between the traditional book and digital life—and all it takes is the smart phone in your pocket,” says Judith Curr, executive vice president and publisher of Atria Books and Washington Square Press.
Atria will debut the Microsoft Tag on a book jacket for the July 6 release of "Stardust" by novelist Joseph Kanon, a mystery set in post World War II Hollywood. The special bar code found in the bottom right-hand corner of the back cover will lead readers to a mini-documentary hosted by the author describing and visiting the Old Hollywood locals found in his book.
Microsoft Tag technology also will allow Atria Books to enhance static photo inserts that are featured in many celebrity memoirs. This fall, when Atria publishes Gold medal-winning Olympic speed skater Apolo Ohno’s autobiography, the book will include a video enhanced photo insert. Many of the photographs, which will depict specific races and Olympic moments, will include bar codes that when scanned will take readers to videos that will bring those photographs to life.
“While some are rushing to find ways to take the physical book out of people’s hands and put the entire experience online, we’ve decided to take the Internet and put it into the physical book,” Curr says.
In addition to book jackets and book interiors, Atria Books is using the Microsoft TAG technology for consumer marketing and advertising. For example, in the July 26 issue of People Magazine, a full page advertisement for Jennifer Weiner’s new book "Fly Away Home" is scheduled to run with a Microsoft Tag that leads to the free sneak peek at the first chapter of the book.