THE Press has launched an innovative new smartphone app which makes its pages come to life.

The augmented reality app, which enables the readers too hidden content embedded in The Press’s pages, was launched at The Press Business Awards 2012.

The app, which is available on Apple iPhones and iPads and smartphones using the Android operating system, is free and can be used wherever you see the York Press Extra logo.

To use the app, hover the viewfinder over the page and the video will load. Double tap to make the video full-screen and tap again to be taken through to the website.

Julie Hayes, business editor of The Press, said: “It’s really exciting to be able to link the printed newspaper with exclusive digital content.

‘‘It gives our readers the opportunity to look deeper into certain stories, see more images or video footage to complement a story or watch interviews with the person featured in the article.

“There are also great opportunities for advertisers who want to say a little more than they may be able to in print. We first launched augmented reality in our Motors section and it has helped dealers to give potential customers more of a feel for a product, taking them on a virtual test-drive before linking straight through to the advertiser’s website so they can inquire further.

“The Press is one of the first local newspapers to be experimenting with this new technology and it is an interesting step in the evolution of the local newspaper industry.

“Try it out for yourself where you see the logo in this edition of Business Press Monthly.”

Download the free app by searching for “York Press Extra” in the App Store for iPhone and iPad users or in the Google Play Store for Android users.

To inquire about using the app for editorial and advertising purposes, contact Julie Hayes on or 01904 567144.