Here's an inspiring project that might help to change the publishing industry. Layar Creator has developed a way to embed digital content – and without a QR code in sight.

It works using an AR mobile application, which enables interactive content to be revealed from a physical print publication. This means you can be reading a print and then switch to the app to reveal a piece of video content on a page, download an article or purchase items mentioned in the editorial. Suddenly physical media has a whole new dimension to it.