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Atria Publishes First-Ever Nearfield Communications Enabled "smart book"

NEW YORK, NY--(Marketwire -10/28/11)- Atria Books releases the first-ever smart book. 1,000 copies of the book will be stickered with a RFID chip allowing for any Near Field Communication (NFC) enabled phone to simply tap and engage with the book's content.

The smart book tag can be read by the consumer's phone by tapping the sticker. Any NFC-enabled phone will automatically perform the command embedded in the tag. In this case, the phone will open the phone's mobile web browser on specific book-related content. The smart book tag can be embedded into a book cover or paper bookmark. (Link to see image of NFC phone activating the smart book tag: http://impactmobile.com/static/smartbooklarge.jpg.)

"The smart book allows the physical book to become interactive for both the book buyer and the book browser," says Judith Curr, Executive Vice President and Publisher of Atria Books. "The reader can tap to rich interactive content on their phone. The goal is to engage the consumer and start a permission-based two-way relationship that may lead to the sale of this book or further sales in this category of interest."

The first NFC-enabled smart book will be THE IMPULSE ECONOMY: Understanding Mobile Shoppers and What Makes Them Buy (Atria Books; November 1, 2011; ISBN: 9781451671865; $24.00), a groundbreaking book that shows how mobile technology is changing shopping habits, anticipates the near future of m-commerce, and helps retailers understand what they can do to leverage this technology to grow their customer base.

"Proximity marketing solutions like NFC will allow for seamless and frictionless interactive experience whether this is for interactive content on your phone or mobile wallet commerce opportunities," says Gary Schwartz, the author of THE IMPULSE ECONOMY. "This new breed of consumer is using the mobile phone in the physical store to select products, research purchases, and act on content."

Atria Books is an imprint of Simon & Schuster, a part of CBS Corporation. Simon & Schuster is a global leader in the field of general interest publishing, dedicated to providing the best in fiction and nonfiction for consumers of all ages, across all printed, electronic, and audio formats. Its divisions include Simon & Schuster Adult Publishing, Simon & Schuster Children's Publishing, Simon & Schuster Audio, Simon & Schuster Online, and international companies in Australia, Canada, India, and the United Kingdom. For more information about Atria, visit our website at http://imprints.simonandschuster.biz/atria.

Gary Schwartz is the founder of Impact Mobile, where he is currently Chief Executive Officer. Gary has played a leadership role in the mobile industry and is also a pioneer in mobile marketing and managed the first cross-carrier short code mobile campaign in North America. In 2006, Gary founded the mobile committee for the Interactive Advertising Bureau (IAB). In 2010, the Mobile Entertainment Forum re-elected Gary as Chairman of the Board in North America, charging him with the task of developing a mobile commerce practice to service brands, retailers, and content owners. In 2011, in partnership with MEF and a number of industry groups including the X9 security standards body, Gary began working to develop m-commerce security and privacy guidelines.www.theimpulseeconomy.com twitter @impulseeconomy