A Mixed Media Reality (MMR) system and associated techniques provide mechanisms for forming a mixed media document that includes media of at least two types (e.g., printed paper as a first medium and digital content and/or web link as a second medium). The MMR system includes an action processor and methods, and an MMR document with having an associated action. The MMR document specifies different actions for different MMR documents, and creates any number of MMR documents for a particular location on any media, thereby allowing the MMR architecture to serve as a universal trigger or initiator for additional processing. The action processor receives the output of the MMR recognition process which yields an MMR document including at least one action. The action processor executes that action which includes various commands to the MMR system or other systems coupled to the MMR system. The MMR system architecture can perform action such as retrieving the electronic form of the document to the capture device, retrieving the specification for the action, inserting data to a MMR document, transferring data between documents, purchasing items, authoring actions or reviewing historical information about actions.