How many times have you used your smart phone to get more from a newspaper, magazine or catalog?
Not very often I assume.
The QR code gained momentum after the Post Office offered a discount to cataloguers and publishers. It was easy to add during the first round of discounts and a little more challenging to create a personalized webpage or a mobile-optimized e-commerce website during the second round. This resulted in a lot of printed codes for mobile devices in 2011 and 2012. People began to see and recognize these codes were meant for their mobile devices.
But was there a demand for it? Is there? Adding more to a quality product doesn’t always create value.
Take 3D televisions for example. I bet any of you who own a 3D TV probably put the glasses on no more than a few times a year. Why? Maybe you don’t like wearing the glasses or they give you a headache. How many quality movies or shows are offered in 3D? Not many. Do they need to be in 3D? Probably not.
It’s my opinion that trying to add the wrong kind of technology to print is the same experience. I read newspapers and magazines for the content. I don’t want to hold up my phone or tablet to the printed page to get something else. . . just like I don’t want to put on the 3D glasses.
I want quality content. If 3D were a mind blowing experience (like this turtle floating out of the screen above) it would generate buzz. People would demand that experience and push producers to make more 3D content. But that isn’t happening. Most just want a great HD sound and images delivered consistently and timely. Just like the printed page. . . if produced on the right equipment with the right technology.
Find out how the latest technology can enhance your printed product and deliver a real quality experience to your readers.