7.14.2010

A Positive for 2D Barcodes

Because I would like to believe that there is some truth in advertising, I thought it was worth mentioning a campaign that I have recently seen, and how I believe this is a positive for the 2D barcode marketplace.

The campaign is entitled "Magazines, The Power of Print" and it was developed by five major magazine companies (Condé Nast, Hearst Magazines, Meredith Corporation, Time Inc. and Wenner Media) to promote the vitality of magazines in today's digital age.

Metrics supporting the campaign's message include:
  • Magazine readership has risen 4.3% over the past five years
  • Average paid subscriptions reached nearly 300 million in 2009
  • Adults 18-34 are avid magazine readers. They read more issues and spend more time per issue than their over-34 counterparts
  • During the 12-year life of Google, magazine readership increased 11%
  • Magazine effectiveness is growing. Ad recall has increased 13% over the past five years. Action-taking—based on readers recalling specific ads—increased by 10%
  • Magazines outperform other media in driving positive shifts in purchase consideration/intent
So how does this translate into a positive for the 2D barcode industry, simple, the Internet does not seem to be replacing the need or interest in magazines anytime soon, or as predicted, so one of the primary channels by which companies can make use of 2D codes remains extremely viable.

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