Manhattan Free Daily Using Microsoft 'Tags'

Billing itself as the first U.S. newspaper to offer readers interactive access for editorial content, Manhattan free newspaper amNewYork is offering readers enhanced content with Microsoft Tags.

This Microsoft technology allows readers with smart phones to scan a 2D bar code — which amNewYork prints alongside select stories — that directs the browser to load the supplementary material, providing a more interactive experience for print-edition consumers.

The commuter paper has been including Tags in its content since August, allowing readers access to additional info on stories, as well as photo galleries and videos. Through a partnership with New York-based mobile technology company Mobile Previews LLC, readers can see movie trailers, read reviews and buy tickets directly from their smart phones.

"As a daily newspaper that is written for a young, urban, mobile-savvy demographic, the inclusion of Microsoft Tags provides multi-media interaction, further extending engagement and service to our readers," amNewYork Publisher Paul Turcotte said in a statement. “We see this new technology as a way to transform the newspaper page to an exciting multi-media experience.”