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NEW YORK NewspaperDirect Inc. in Vancouver, B.C., has launched iPhone and BlackBerry versions of its PressReader application, expanding the potential readership of full-content newspapers and magazines for NewspaperDirect's publishing partners.

Owners of the two most popular smartphones can download their favorite(s) from a selection of more than 1,300 newspapers and magazines available on the PressDisplay.com online newspaper kiosk. The free PressReader applications are available for immediate download from Apple's iTunes App Store and RIM's BlackBerry App World.

PressReader presents publications as full-content digital replicas with the ability to instantly zoom in on any element. It offers rich-graphics or text-only viewing options, an interactive table of contents, cross-title searching, story sharing, and live, clickable elements such as URLs, phone numbers, e-mail addresses and hyperlinks.

Optimized for iPhone and Blackberry, PressReader allows users to flip through pages just as they would browse a real newspaper or jump to another page using article hyperlinks, and then zoom in to clearly view any article or photo, as well as access on-demand audio.

"We plan to offer PressReader on additional, new smartphones, e-readers or tablets, [including] the highly anticipated Apple tablet."
NewspaperDirect CEO Alex Kroogman said in a statement.

The same presentation technology is part of NewspaperDirect's SmartEdition ePaper platform, which enables publishers to offer customized PressReader applications for privately labeled e-editions.

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