Just when we thought our week couldn't get any better we've discovered that Twitter are experimenting with analytics for individual tweets.

The car manufacturer BMW has recently announced a new partnership with tech start-up Tamoco to add NFC chips to their print magazine adverts. This allows the reader to tap their phones and instantly download the app for BMW’s new electric car range.

The technology works on the same principles as contactless payment, and integrating this into the printed page has been hailed as the ‘next big thing’ in print advertising. But are NFC chips all they’re cracked up to be?

What's it about?

This years Publishing and Media Expo will be hosted at Olympia National in London between 25-26 February . It promises to deliver a brilliant education programme that focuses on challenges faced by the publishing industry right now and in the future.

The Long + Short is a digital-first publication by Nesta, the UK's innovation foundation. Its content is clever and engaging, but does it do enough to make up for a frustrating reading experience?

The app has been designed so that the HTML is edited once, and pushed out to multiple platforms. This is neat as a cost-effective way of publishing for maximum audience reach; The Long + Short can be accessed from a desktop, through the Apple and Android stores, and through a mobile-responsive web browser for those on devices without a supporting app. The content can also be read in any orientation, and it all reflows nicely when the device is rotated. To top it off, the app is lightweight, and the issues can be viewed almost instantly without a long wait for content to download.

TES was named the fastest-growing digital edition this week in Press Gazette with sales up 17-fold year on year. It's left us feeling like proud parents!