Somatic Digital LLC has developed technology that allows publishers integrate podcasts into their books, magazines, and other printed texts. The product uses Bluetooth technology so when the reader presses a picture on the page of the book a podcast is beamed to the reader’s computer or download to an MP3 player. Thus the podcast would serve as a supplement to the book.

Think of the possibilites that could have on all sorts of text books. This is just the first step, I am guessing you could do the same with videos. For example you pick up Sabiston's Textbook of Surgery and you press the podcast picture to download a video podcast detailing a surgical procedure.