Magazine article Editor & Publisher

Print to Mobile Integration: QR Codes Direct Print Readers to Mobile News Content

Magazine article Editor & Publisher

Print to Mobile Integration: QR Codes Direct Print Readers to Mobile News Content

Article excerpt

AVID MAGAZINE READERS ARE already familiar with "quick response' or QR codes; the funny-looking black-and-white squares are popping up on advertising and editorial pages across the country. Newspapers, however, have been slower on the uptake.

Smartphone users can download an app to scan QR codes using the phone's integrated camera. The encoded information may be a photo, text, or even a URL that directs the phone's Web browser to a designated site. The implications for advertisers are obvious: QR codes in printed ads can be used to drive traffic to the home page, register new users for e-mail lists, download coupons to be used online or in-store, even launch a YouTube video of the product being used. But what about for editorial purposes?

The Washington Post is one newspaper that has been experimenting with QR codes as a way to direct readers from the print edition to the interactive content available online. Cory Haik, WaPo's universal newsdesk deputy editor, said reader engagement is the ultimate goal. …

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