In the UK, it's print to mobile phones.

So maybe it's ground > cloud > print > cloud > ground.

printed codes in the text offering immediate connection to internet sites via a mobile phone

Imagine a wikibook that lets a student go from the printed page to wikipedia, by using their cell phone.

Print's "magic" provides revenue opportunities for magazine publishers
London, April 15th, 2009 – In partnership with the international cross-industry PrintCity Alliance, the UK Periodical Publishers Association (PPA) has produced an interactive and visually enhanced printed programme for the 37th FIPP World Magazine Congress. The Congress takes place in London on 4-6 May 2009 and is hosted by PPA on behalf of the International Federation of the Periodical Press (FIPP).
"Some of the innovative methods used in the Congress programme include a triple gate fold cover, thermochromic and 'Scratch and Sniff' effects and printed codes in the text offering immediate connection to internet sites via a mobile phone. In addition, the programme features a range of tactile and visual enhancements including UV protective coatings, Dayglo florescent inks, cold foil and soft touch effects, pearlescent coatings, hexachrome printing and the use of translucent paper printed on both sides for added dimension and interest."

Meanwhile here in the States, Sandy Alexander keeps ahead of the pack:

CLIFTON, NEW JERSEY -- Sandy Alexander Inc., has produced the first ever mix and match magazine cover for Hearst Magazine's Esquire which went on sale April 10. The magazine's May cover, "How to Be a Man", features a new "make your own face" perforated cover.