QR codes (Quick Response) are used on a variety of products allowing consumers to access further information about a particular product in a quick and efficient way. The QR Code offers a function similar to that of a barcode however with its 2D design it allows the code to store information allowing users to access additional content instantly. QR codes work through camera enabled devices using an app which when scanned can reveal additional information about a certain product, location or text. Due to QR codes relying on smartphone technology this allows them to stay current and up to date and with 7 out of 10 people in the UK owning a Smartphone (Styles, 2013) it is no surprise that technology like this is being invented and constantly updated to offer something new and exciting to its consumers. This relatively new technology, although being invented in 1994 in Japan (QRcodestickers, 2014) has only recently been breaking into the world of publishing.
Figure 1: Self generated QR Code from QR Stuff (2014)
Publishers such as Cool Springs Press have just started to incorporate QR codes into the text rather than simply using them on cover jackets as publishers have tried previously. Billie Brownell, senior editor states that “This piece of technology changes everything” (Habash, 2011). One of their titles ‘The Visitor’s Guide to American Gardens comes equipped with scannable QR codes that send readers directly to each featured garden’s Web site for real-time garden event information, current attractions, and special collections” (Habash, 2011). By using technology such as this within their products I believe this allows publishers content to be constantly up to date and tackles the issue of print titles being made obsolete by new information.
The technology startup company Link.Me, aims to “connect publishers with, and increase, their reading audience” (Habash, 2011). By the use of QR codes they aim to help publishers use these codes to “access supporting multimedia content like a Facebook page” (Habash, 2011).This link with social media and the online platform of publishing is something I see to be key within the industry and it is no surprise that the company is now known to be working with a range of publishers such as HarperCollins, Macmillan, Hachette, Random House and Penguin (Habash, 2011).
Magazines such as ‘Cosmopolitan’ are another publication quick to adopt the technology of QR codes, offering consumers’ links to websites, promotions and advertisements. These developments in Magazine and within the book industry has enabled publishers to create interactive texts and allow the print and digital platforms to combine and link audiences.
Although this technology has offered publishers a chance to develop and interact with its audiences, will it continue? On asking friends and fellow students very few know how QR code technology works and even fewer have the app and actually use them. This begs the question of whether this technology is a successful tool for publishers to invest in. It seems that due to our general lack of education surrounding the product it is hard to believe it will take off or be a huge success. Until users are informed and explained exactly how these codes work they continue to be a mysterious relatively undiscovered technology lurking on bus stops and in the corner of advertisements.
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Bibliography
Habash, G. (2011). Publishers Find More Uses for QR Codes. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/industry-news/publishing-and-marketing/article/49317-publishers-find-more-uses-for-qr-codes.html [Accessed 18 Oct. 2014].
Kolman, H. (2012). Why QR Codes Work in Japan and Not Here (Mobile Marketing). [Online] mobienthusiast.mobi. Available at: http://mobienthusiast.mobi/why-qr-codes-work-in-japan-and-not-here-mobile-marketing [Accessed 18 Oct. 2014].
Qrcode.com, (2014). History of QR Code | QRcode.com | DENSO WAVE. [Online] Available at: http://www.qrcode.com/en/history/ [Accessed 18 Oct. 2014].
Qrcodestickers.org, (2014). History of QR Codes - Where did QR codes come from. [Online] Available at: http://www.qrcodestickers.org/about-qr-codes/history-of-qr-codes.html [Accessed 18 Oct. 2014].
QR Stuff, (2014). QR Stuff. [online] Available at: http://www.qrstuff.com/ [Accessed 23 Nov. 2014].
Styles, K. (2013). 7 in 10 People in the UK Now Own a Smartphone | Mobile Marketing Magazine. [Online] Mobilemarketingmagazine.com. Available at: http://mobilemarketingmagazine.com/7-10-people-uk-now-own-smartphone/ [Accessed 18 Oct. 2014].
Figure 1: Self generated QR Code from QR Stuff (2014)
Publishers such as Cool Springs Press have just started to incorporate QR codes into the text rather than simply using them on cover jackets as publishers have tried previously. Billie Brownell, senior editor states that “This piece of technology changes everything” (Habash, 2011). One of their titles ‘The Visitor’s Guide to American Gardens comes equipped with scannable QR codes that send readers directly to each featured garden’s Web site for real-time garden event information, current attractions, and special collections” (Habash, 2011). By using technology such as this within their products I believe this allows publishers content to be constantly up to date and tackles the issue of print titles being made obsolete by new information.
The technology startup company Link.Me, aims to “connect publishers with, and increase, their reading audience” (Habash, 2011). By the use of QR codes they aim to help publishers use these codes to “access supporting multimedia content like a Facebook page” (Habash, 2011).This link with social media and the online platform of publishing is something I see to be key within the industry and it is no surprise that the company is now known to be working with a range of publishers such as HarperCollins, Macmillan, Hachette, Random House and Penguin (Habash, 2011).
Magazines such as ‘Cosmopolitan’ are another publication quick to adopt the technology of QR codes, offering consumers’ links to websites, promotions and advertisements. These developments in Magazine and within the book industry has enabled publishers to create interactive texts and allow the print and digital platforms to combine and link audiences.
Although this technology has offered publishers a chance to develop and interact with its audiences, will it continue? On asking friends and fellow students very few know how QR code technology works and even fewer have the app and actually use them. This begs the question of whether this technology is a successful tool for publishers to invest in. It seems that due to our general lack of education surrounding the product it is hard to believe it will take off or be a huge success. Until users are informed and explained exactly how these codes work they continue to be a mysterious relatively undiscovered technology lurking on bus stops and in the corner of advertisements.
---545 words----
Bibliography
Habash, G. (2011). Publishers Find More Uses for QR Codes. [Online] PublishersWeekly.com. Available at: http://www.publishersweekly.com/pw/by-topic/industry-news/publishing-and-marketing/article/49317-publishers-find-more-uses-for-qr-codes.html [Accessed 18 Oct. 2014].
Kolman, H. (2012). Why QR Codes Work in Japan and Not Here (Mobile Marketing). [Online] mobienthusiast.mobi. Available at: http://mobienthusiast.mobi/why-qr-codes-work-in-japan-and-not-here-mobile-marketing [Accessed 18 Oct. 2014].
Qrcode.com, (2014). History of QR Code | QRcode.com | DENSO WAVE. [Online] Available at: http://www.qrcode.com/en/history/ [Accessed 18 Oct. 2014].
Qrcodestickers.org, (2014). History of QR Codes - Where did QR codes come from. [Online] Available at: http://www.qrcodestickers.org/about-qr-codes/history-of-qr-codes.html [Accessed 18 Oct. 2014].
QR Stuff, (2014). QR Stuff. [online] Available at: http://www.qrstuff.com/ [Accessed 23 Nov. 2014].
Styles, K. (2013). 7 in 10 People in the UK Now Own a Smartphone | Mobile Marketing Magazine. [Online] Mobilemarketingmagazine.com. Available at: http://mobilemarketingmagazine.com/7-10-people-uk-now-own-smartphone/ [Accessed 18 Oct. 2014].