This article from journalism.co.uk, and particularly the video demonstration (below), shows us how print and technology publishing can collide to create new forms of communication.
You open an iPhone app, and use the camera to make additional words, animation and 3D-like effects jump out of the page.
It's easy, and probably right, to dismiss this as a gimmick, a fad that people wouldn't use. But the newspaper investing in it is the Suddeutsche Zeitung, a not insignificant player in the European media market.
See for yourself below. If this kind of technology takes off, it may one day have ramifications for sustainability communications, with all it's complex communication requirements: