USA Today is featuring Microsoft Tags in its newspaper, letting readers scan the bar codes to access videos and other digital content.

The initiative will provide readers with access to daily photo galleries and the latest financial news and scores. Readers can also view additional video and digital features.

?We want to connect the print product to our growing mobile offerings and make the paper more interactive,? said Jason Fulmines, director of mobile products at USA Today, Washington.

?We feel 2D bar codes open up innovative opportunities for how we deliver content and how our advertisers can connect with our audiences,? he said.

USA Today is a multiplatform news and information media company.

Mobile bar codes
Readers can enter http://gettag.mobi on their mobile browser to download the free Microsoft Tag reader application.

USA Today is using mobile bar codes in its newspapers as part of a larger goal to bring together its digital and print platforms and provide readers with access to additional special features.

?The 2D space is evolving and we like Microsoft's approach to their platform,? Mr. Fulmines said. ?Furthermore, USA Today historically has been known for its use of color and having the flexibility of using 4C or BW Tags is very appealing."

Mobile formation
There will be some standard Microsoft Tags leading to mobile-formatted photo galleries and live sports scores.

The company will also start placing the bar codes in stories linking to video. 

USA Today plans to feature at least one Microsoft Tag in each print section daily.

"Microsoft Tag allows USA Today readers to instantly access additional information related to the articles in the newspaper like daily photo galleries and the latest financial news or sports scores," said Anna Kim-Williams, senior global media strategist of the Startup Business Group at Microsoft, Redmond, WA. "Ultimately, the implementation brings together digital and print platforms to provide readers easier access to special features from the newspaper.

"Mobile Tags are important because they engage users when and where they?re most interested and, especially in the case of USA Today, provide unlimited ways to extend the printed page with digital and interactive content," she said.  

"With more companies using Tags and providing compelling mobile experiences, more consumers will be exposed to the technology and will become more likely to use the technology on their smartphones."

The Microsoft Tags are featured in the daily newspaper

The company also sees mobile gaining momentum this year, especially with tablets.

?Tablets certainly seem like the bet for what we'll look back on 2011 and remember,? Mr. Fulmines said. ?In particular, will there be a true iPad competitor? 

?Will browser-based HTML5 deployments eat away at native app development?? he said. ?From our perspective we want to have a solution for all the emerging tablet platforms and devices.?