Time Inc. has launched their mobile campaign for the latest Sports Illustrated “Swimsuit Edition,” aiming to connect print readers with digital content through use of QR codes. The codes and their use were developed by the mobile technology company Nellymoser.
Print has long been suffering from the stigma that it is bordering extinction since the advent of the Internet. With so much information readily available online, it has been difficult for publishers to buck the notion that print is dead. Many have taken to the belief that mobile tablets like the iPad will revive the medium, but that platform has limited versatility for advertisers, which account for the majority of profit for magazines and newspapers.
Officials at Time Inc. are focusing instead on smart phone users, whom they believe makes a significant portion of those that buy the magazine.
The codes will link to content hosted by Nellymoser. Readers will have access to videos and interviews and will be able to share what they find through social networks. Readers can also download the Swimsuit Mobile application by scanning codes found in the magazine. The codes will also be featured online through the various websites associated with the magazine.
A number of newspapers have already begun using mobile tags for support. Time is sure that the tags will help print move into the future, but there is skepticism about their usage. QR codes may be delaying the inevitable decline of print media, but big name publishers are fighting to ensure that print survives well into the future.
