QR codes are beginning to get a lot of attention from print media. Magazines have been using them extensively in advertisements and as a method to drive subscriptions. Newspapers have been taking an interest in the codes in an effort to bridge the gap between online and print content. QR is adding a new facet to consumer engagement and publishers are putting the codes to the test.
The Washington Post is the most recent addition to those using QR codes. Many newspapers have been using the QR codes to drive their readers to their physical content. The Washington Post, however, aims to direct readers from their print media to their interactive online content. The newspaper expects to see spikes in readership by implementing the codes both online and print with the ultimate goal being reader engagement.
Cory Haik, universal newsdesk deputy editor for The Washington Post, said that the newspaper “wants to innovate with new ways for readers to engage with and access our digital content, particularly through mobile devices.”
Using the codes, readers will have direct access to articles that best suit their interests. Last November, the newspaper published a QR code in its food section which linked to over 100 Thanksgiving recipes. Another code published on Veteran’s Day, marking the first time the newspaper had ever used QR, linked readers to a tribute page with video and photo tributes.
Newspapers have been tentative with their use of QR. Long thought to be a cutting edge tool for advertisers, the codes are proving to be much more versatile, offering their benefits to more than just the marketing industry.
