C-Ville Weekly of Charlottesville, Va., published its first themed advertising issue this week. The issue highlights the new technology of QR codes that make print advertising interactive.

By using a smartphone to scan a graphic code printed in the ad, the reader is taken directly to an online offer or promotion for the advertiser.

Forty-seven display advertisers included QR codes in their print ads this week. There is also a hidden QR code in the issue to enter a drawing for a free bicycle (the paper’s cover story this week is about bike-commuting). An explanatory text in the paper includes a code that links to a promotional video about the benefits of QR codes.