Ideas to Maximize Print Ads R.O.I. Using Mobile and Other Forms of Media?

I have a great personal contact at a pretty decent sized "local" newspaper that comes out weekly. And I'm sure any idea with we can come up will be useful in many many ways for many many of us.

I'm starting this thread so we can all share and get tips on how to maximize newspaper ads R.O.I. for the companies advertising, and how to present it to the clients - whether by us or the newspaper reps.

I'm focusing on mobile media - SMS, Mobile Site/Page, QR Codes - with my post but of course there are tons of other ways.


Situation
As it is in a somewhat not-to-speed area, the editor-in-chief (my contact) at the newspaper thinks we should first offer a standard ad space for their weekly contest, and sizzle (as in an included bonus this time around) the offer with a QR Code/Mobile angle, to first educate the clients to the benefits of mobile media add-ons.


Increasing Walk-ins
What he wants the most to know is how having the mobile elements in the ad will increase WALK-INS for his clients advertising, the main benefit they are looking for.


QR Code/Mobile Page
For businesses needing calls, having a QR Code plus a mobile site/page with a click-to-call button is an obvious benefit, but still one could argue that a prospect could have called directly from the ad anyway.

On the mobile page/site we can add further information that didn't fit in the ad, video elements (though that can't be done each time), another coupon or contest perhaps?


SMS Text Campaigns
IMO the major benefit of SMS is that it builds a database of prospects that make repeat customers of the clients gained with the ad. The issue is that some businesses aren't that made for prospecting with SMS. For example, I would unsubscribe fast from a car dealer sending me weekly deals, especially if I found my car or simply entered a contest.


SMS/Mobile for the Newspaper
To get another income stream for the newspaper, and to get any kind of business aboard the SMS bandwagon, I will use a contest in the newspaper that users subscribe in a Text2Win fashion. Then they are subscribers to our local Groupon kind of deal, where they get one huge deal a week from a local business - who of course has to pay the newspaper for the ad space and the SMS deal of the week.

If I add a QR Code and Mobile Page for that weekly contest, I can include a link to the business' site with the idea of creating a mobile site for them, a "teaser of the week" news blurb to get people (and the young crowd who crave mobile) wanting to read the newspaper when it comes out, and a link to my site.



Ideas?
All the ideas here can be most useful for all our clients using print ads, and to gain clients from contacting those businesses using print ads.


Any idea how to maximize the newspaper presence for a business using mobile media or other forms of marketing?

Any idea how to use the mobile elements in the ad to increase WALK-INS for his clients advertising?