Layar is a self-service platform. It provides the tools that let anyone create interactive print content. Large printers like RR Donnelley, Brown and Fry Communications are leading the charge in creating extra augmented reality content for their customers.
Publishers are doing the same. Most have production studios that either charge by the hour or as a line item in a cross-media campaign. Either way the model is simple, they charge for the work they do and get paid for it.