Efficient communication requires an appropriate choice and combination of media. The print media has succeeded to attract audiences also in our electronic age because of its high usability. However, the limitations of print are self evident. By finding ways of combining printed and electronic information into so called hybrid media, the strengths of both media can be obtained. In hybrid media, paper functions as an interface to the web, integrating printed products into the connected digital world. This is a "reinvention" of printed matter making it into a more communicative technology. Hybrid media means that printed products can be updated in real time. Multimedia clips, personalization and e-shopping can be added as a part of the interactive medium. The concept of enhancing print with interactive features has been around for years. However, the technology has been so far too restricting - people don't want to be tied in front of their PC's reading newspapers. Our solution is communicative and totally mobile. A code on paper or electronic media constitutes the link to mobility.