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April 25, 2013 by · Leave a Comment 

The London Independent has found a way to merge its print edition with its online edition using an app called Blippar that has previously been used principally in connection with advertising stunts. Readers of the newspaper will now be able to hover their smartphones — either Android or iOS devices — over articles marked with an Independent+ icon and bring up additional editorial content, photos, audio, or video. They’ll also be able to contribute their opinion about the story at hand. In a statement, Independent digital chief Zach Leonard said, “We are proud to be the first newspaper to fully integrate Blippar into our editorial workflow. The launch of Independent+ highlights our continued investment in digital innovation, adding even more value and another new dimension to The Independent’s content.” Stephen Shaw, Blippar’s head of media, said: “The ability to instantaneously take the reader from the page to a deeper, more engaging online news experience is a very compelling offer and one we expect the readers to embrace.”