C-Ville isn’t the only publication hip to using QR codes these days.

California’s North Bay Bohemian published its annual “Best Of” issue using the technology—which is typically hyped as an advertising tool—and used it to supplement the issue’s editorial content:

When scanned, the QR codes link directly to video content, which was filmed by writers and edited by the Bohemian’s editor, Gabe Meline.

The codes were placed within the text body of local profiles, and the 2-4 minute videos offer a more dynamic look at the profiles’ subjects, including a feed store, a wedding singer, a restaurant, a camera shop, a local arts venue and more.

“Everyone who’s seen it has said the same thing: ‘This would be terrific for marketing,’” says Meline. “But I’m proud that we used it for editorial. It was remarkably easy, and has generated a lot of interest.”

The issue’s theme, “Hidden Gems,” refers to both the editorial direction of the issue—to expose the readers to lesser-known people, places and things in the region—and to the placement of QR codes. Embedded in the issue’s cover illustration, a QR code is printed in the spire of a crown as a “hidden gem.”

The QR code on the cover leads to a landing page, coded in-house, upon which the reader can automatically “like” the North Bay Bohemian on Facebook by tapping an icon. Another link leads to the Bohemian’s site.