Among the first Australian publishers to embrace 'hover' technology, Fairfax Media's offering AirLink is officially rolling out in The Sydney Morning Herald in partnership with launch advertiser MasterCard.
The result of a year of in-house development at Fairfax Media, AirLink is a first from an Australian newspaper publisher. Working from within the SMH iPhone app, additional editorial and advertising content – including video and images – can be made available by scanning the Herald's pages.
Following the launch, up to ten SMH articles will feature AirLink content daily. “AirLink is a cutting-edge, audience-focused technology development that allows us to fully integrate print and digital content,” Sydney Publishing editor-in-chief and publisher Peter Fray said.
Fairfax is advertising AirLink's launch to readers across its print and digital portfolio. The SMH website is running a video ad demonstrating the ease of AirLink, and a full-page AirLink-enabled ad tomorrow will introduce readers to the technology. A double-page spread will appear in The Sun-Herald this Sunday.
“AirLink delivers on our promise to provide advertisers with solutions across our platforms,” Fairfax Metro Media commercial director Ed Harrison said. “Being able to offer television commercials and other forms of digital content via our newspapers opens up exciting new possibilities for our advertisers.”
Unlike its ACP Magazines and Pacific Magazines counterparts, which roll out in June, AirLink currently only works with Apple's iPhone, but expansion to the iPad, other tablets and Android phones are in the pipeline.
“AirLink is another example of how we are continuing to set the standard, through constant investment and innovation in mobile technology,” Fairfax Media mobile director Rick Gleave said.
MasterCard's AirLink-enabled campaign will roll out next week across The Sydney Morning Herald and The Sun-Herald.
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