Atria Books employs new smart phone technology to add digital experience to reading physical books

re-post from http://atriabooks.blogspot.com/2010/05/atria-books-employs-new-smart-phone.html

(FOR IMMEDIATE RELEASE) The relationship between physical, paper-bound books and the digital realm is now closer than ever. 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. “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,” said Judith Curr, Executive Vice President and Publisher of Atria Books and Washington Square Press.

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 bringing them to a web destination featuring bonus content, including video, author interview and exclusive excerpts and sneak previews.

Atria will debut the Microsoft Tag on a book jacket for the July 6^th release of Stardust (left) by New York Times bestselling novelist Joseph Kanon, a gritty mystery set in post World War II Hollywood. The special bar code (see below) 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 will also 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 said.

In addition to book jackets and book interiors, Atria Books is using Microsoft TAG technology for consumer marketing and advertising. Recently, postcards with a Microsoft Tag (see below) linking to a trailer for From Capetown with Love starring author Blair Underwood were distributed on the “Fantastic Voyage” cruise hosted by radio personality Tom Joyner.

Then, in the July 26^th issue of People Magazine (on newsstands July 16^th) a full page advertisement for #1 New York Times bestselling author Jenifer Weiner’s new book Fly Away Home is scheduled to run with a Microsoft Tag that leads to the free sneak peak at the first chapter of the book.

Atria Books is the publisher of many major bestselling authors including Vince Flynn, Jodi Picoult, Jennifer Weiner, Brad Thor, T.D. Jakes, Shirley MacLaine, Zane, and Rhonda Byrne, author of the international bestseller, The Secret. Atria was also the initial publisher of The Vook, a new innovation in reading that blends a well-written book, high-quality video and the power of the Internet into a single, complete story.

Atria Books is an imprint of Simon & Schuster, a part of CBS Corporation. Simon & Schuster is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and nonfiction for consumers of all ages, across all printed, electronic, and audio formats. Its divisions include Simon & Schuster Adult Publishing, Simon & Schuster Children’s Publishing, Simon & Schuster Audio, Simon & Schuster Online, and international companies in Australia, Canada, and the United Kingdom. For more information, visit our website at www.simonandschuster.com