Since the publishing industry began introducing and experimenting with digital publishing in the early 1990s, publishing has constantly evolved with electronic trends (Phillips, 2014). With publisher’s flexibility and acceptance to changes within the industry, the introduction to QR codes, I feel, could potentially increase sales due to the enticement of multi-media functionality. Also known as ‘hybrid books’, a QR code allows for the ‘best of both formats’ giving a printed book, digital qualities (Skidelsky, 2011). With the technology being ‘well established in countries such as Japan’ and its emergence into the UK market, its popularity will continue to increase allowing for interactions and incentives with the customer (Tan, 2014).
Although an interesting marketing strategy, many publishers feel the black and white QR codes ruin the design of the books cover. A way around this could be through BeQRious, a unique custom QR code designing company. They have managed to create QR codes completely bespoke to a companies’ specifications—this may be through shape or colour. BeQRious has found an original way for publishers to have QR codes that are in place with book design specifications and do not distract too heavily from the material.
Due to the interaction with customers, and added value to a product, will publishers continues to incorporate QR codes within their titles? With the connection between text and digital, the use of video, full colour illustrations, additional information, etc. publishers will also be cutting down on printing costs making the publishing process more efficient and affordable. The use of digital within publishing can only enhance and expand the possibilities for both publishers and consumers.
Bibliography:
Anon (2014) ‘Custom QR Code Design—Custom QR Codes’ http://beqrious.com/custom-qr-codes/ (Accessed: 10 October, 2014)
Clark, G, Phillips, A, Inside Book Publishing, (New York, Routledge, 2008) 4th Ed.
Hall, Frania, The Business of Digital Publishing: An introduction to the Digital Book and Journal Industries: ‘Rights Sales and New Digital Publishing Options’, (Oxon, Routledge, 2013)
Picott, Camille (10th June, 2011) ‘Using QR Codes to Expand the Reading Experience’ http://www.thebookdesigner.com/2011/06/using-qr-codes-to-expand-the-reading-experience/ (Accessed: 10 October, 2014)
Phillips, Angus. Turning the Page: The Evolution of the Book, (New York : Routledge: 2014)
Robinson, K. Needham, G. A Virtual Library in Everyone’s Pocket: ‘QR codes and their applications for libraries- a case study from the University of Bath Library’ (London: Facet Publishing, 2010)
Skidelsky, William (18th December, 2011) ‘21st- century publishing builds on a healthy radical tradition’ http://www.theguardian.com/books/2011/dec/18/book-publishing-digital-radical-pioneers (Accessed: 9 October, 2014)
Tan, Lailie (12th October ,2014) ‘New QR Codes Feature in Flipbook Software to Make eBooks More Accessible’ http://www.digitaljournal.com/pr/2251304 (Accessed: 10 October, 2014)