Talking newspapers capture readers’ attention

The Times of India and The Hindu, two of the largest circulated papers in the world, launched an innovative new advertising feature last week when audio ads were included in the print editions of both papers. When readers opened the newspaper a light-sensitive chip inside the page activated a pre-recorded promotional message for the new Volkswagen Vento. Bhaskar Das, executive president of Bennett, Coleman & Co. Ltd which publishes The Times of India, called the talking ad a ''huge leap for newspapers."

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