Publishers turn to QR codes as a way to engage readers

The print industry continues to draw vitality from QR codes as more publisher adapt to mobile technology. The industry has struck turbulent waters in recent years as new technologies make waves with consumers. Mobile devices are helping consumers shift their interest away from traditional print media to digital. Such devices allow users to read virtually anything they want wherever they are while still allowing them to browse the Internet or social networks. Publishers are unwilling to fade into obscurity, however, and have adopted a technology they once thought was another nail in their coffin.

Publisher McGraw-Hill has teamed with a tech startup called Link.Me. Together, they have begun introducing QR codes to new publications. Link.Me has made the codes specifically to help the publisher expand its reading audience. Each code, when scanned, links to a variety of social networking platforms where readers can connect with the publisher and the authors of the books featuring QR codes. The goal is to create an interactive experience reminiscent to that found in online media.

Cool Springs Press, a publisher focused on America’s gardens, has also begun using QR codes. The publisher’s digital media team is connected codes to a number of gardens found throughout the U.S. Scanning the codes takes readers to the websites associated with such gardens where they can find additional information.

With QR codes gaining traction with consumers, they may help the print industry recover from the grievous impact of technology.