Mobile Activations in Print Media - Integration Tools or Interruptions?
For mobile readers, interaction is natural and expected with any content they consume. But print readers don’t necessarily share this mentality. Maybe the idea of getting a print reader to continue their experience on mobile is stretching too far. Or maybe the right trigger has yet to be developed. QR codes are an eyesore, watermarked images are overlooked, and other types of activations are little-known or platform-specific. MediaPost’s recent article on mobile activations in print mentions that there were 8448 mobile activations in print magazines last year. The majority of these were associated with advertising rather than editorial content. Video, social media and contests were the most popular triggers, and QR codes the most popular activation tool. The interest from advertisers is there, the implementation is growing, but not enough readers are taking the bait. Why is this? While mobile editions are becoming ever more important to subscription number