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Magazines Adopt QR Codes,
magazine publishers are embracing mobile action codes
in a big way, according to a new survey by Nellymoser,
which specializes in mobile marketing services. Nellymoser
has compiled figures showing the total number of mobile
action codes, including QR codes, Microsoft Tags, Digimarc
watermarks, SpyderLynk SnapTags and JagTags, in the top
100 magazines available on newsstands.
The Nellymoser survey found that the top 100 titles deployed
2,200 mobile action codes in the second quarter of 2012.
That's the largest figure since Nellymoser began compiling
the data last year.
In 2011, the total number of mobile action codes increased
from 352 in the first quarter to 1,062 in the second quarter,
1,155 in the third quarter, and 1,899 in the fourth quarter.
In 2012, the same magazines deployed 1,365 mobile action
codes in the first quarter.
On a year-over-year basis, that equals a 107% increase
in the second quarter.
The sequential growth rate is also impressive, as the
total number of codes deployed in the second quarter increased
61% from the previous quarter. Nellymoser noted that the
second quarter marked the first time that every magazine
counted in the top 100 featured a mobile action code.
The proportion of ad pages bearing a mobile action code
jumped from 5% in the second quarter of 2011 to 10% this
The most popular use for mobile action codes is linking
to mobile video: 40% of the codes counted took the user
to some kind of video content, including product demos
and the like. Around 20% of the action codes enabled the
user to participate in sweepstakes or share content socially.
MediaPost Communications 2012
November 5, 2012
New York, NY
NEACE 2012 Fall Conference
November 8, 2011
Society for News Design – An Event Apart
November 12 – 14, 2012
San Francisco, CA
November 14 – 16, 2012
MPA-IMAG Independent Magazine Media Summit
November 14, 2012
NAA Transformational Communities
December 7, 2012
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Consumers Distrust Advertising:
Trad Media Fares Better Than Digital
don't generally "trust" advertising –
but in certain advertising platform combinations those
trust numbers get better.
The worst results, Nielsen says, are from "text ads
on mobile phones," which have a 71% "Don't Trust
Much / At All" score. Online banner ads hit a 64%
number, which is also the same untrustworthy number for
"ads on search engine results."
By way of comparison, some traditional media does a bit
better: "Ads on TV" score a 53% untrustworthy
mark; with product placements on TV at a distrusting 60%.
Ads in magazines are at 53%, while ads on radio score
The best trusting results are drawn from general consumers'
opinions and recommendations from "people I know"
information – where they hit a 70% and a 92% score,
respectively, when it comes to "Trust Completely
Nielsen says there is a remedy to some of the negative
feelings about advertising when marketers combine social
and paid advertising. Looking at ads with and without
a social layer, it discovered that purchase intent is
much higher when adding a social component.
The report says: "Knowing that the advertised brand
is liked by our friends builds trust." One example
shows that social ads hit 55% better results in ad recall
than non-social advertising results.
Looking at branded company sites – owned media –
Nielsen says that, in one example, a brand's website,
along with paid digital advertising, drove sales lift
three times higher than of paid digital ads alone.
Nielsen recommends that marketers look at other combinations
for positive results. | READ
MediaPost Communications 2012
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for Non-Paid Circulation
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The offer can in no way be misleading.
If the incentive is an opportunity to win a prize (such
as a drawing for gift cards or a trip), anyone, whether
qualified to receive the publication or not, who has filled
out the required form must be eligible to receive the
premium. The offer should clearly state that both those
that qualify and do not qualify are eligible to receive
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