There’s a right royal battle going on amid mobile augmented reality startups to win business from print publishers: Layar, Blippar, Metaio and Zappar have all been aiming to get AR into the pages of newspapers and magazines. Layar has just made its big play: Layar Creator. It’s a tool for publishers to build their own AR content that readers can then view using the Layar app. “No fancy code work needed, no developers. Absolutely anybody can do it.” It’s free for now, but Layar will charge for “top level features” from 1 August. It’s good news for publishers, although perhaps less so for some of the agencies who’ve been hoping to charge top-dollar for creating this kind of content for them.