L.A. Times to link Olympics print coverage to Web content via app

The Los Angeles Times will connect its print coverage of the 2012 London Olympics with multimedia content using an augmented reality app that launched Wednesday afternoon.

The app, which is called iD Print and can be downloaded now, allows users to hover over any of The Times’ photos from the Olympics and be linked to online multimedia content, including photo galleries, videos and stories.

Select advertisements within the paper’s weekend real estate sections will also function with the app, which is made by In8 Mobile, a software company that specializes in recognition technology.

The Times will introduce its print users to the app and the upcoming coverage with a wraparound ad in Thursday’s paper. The app will become functional Friday to coincide with the start of the Olympics.

“This is the latest in our ongoing adaptation of new technologies to create innovative mobile and digital experiences for our readers, while developing potential new revenue streams,” said Kathy Thomson, The Times’ president and chief operating officer, in an email to employees Wednesday afternoon.

To use the app, find a compatible photo, which will either be marked with iD Print’s logo or be part of The Times’ Olympics coverage, and press the camera button at the bottom. The app will then identify the photo and link you to more content.

The app is compatible with iOS and Android. You can see how the app works in the video below.

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