June 6, 2007 Paper has been the predominant advertising medium since advertising began and despite the likelihood that it will lose that mantle in the foreseeable future, there’s life in the old dog yet. Swedish researchers are showing a working prototype of a fourth generation of paper products that can communicate with computers. By combining paper with printed graphic codes and electronically conductive ink that is engineered to be sensitive to pressure. When the paper “buttons” are touched, the sound is played out via the printed speakers. A video of the paper used in large boards and store displays can be seen here. The technology has obvious application in high-impact point-of-purchase promotional displays.