One of the topics that came up two weeks ago when I attended the Mid-America Press Institute’s “Managing in the Digital Age” workshop was QR codes.

For the uninitiated, QR codes are square “bar codes” that can be read by smart phones. You can embed information in a QR code that will allow the smart phone user to access a web page, or an e-mail address, or send a text, etc.

Monday, I was discussing the topic with an advanced digital media class and we thought about some ways college newspapers could use the codes.

An obvious way to use them is in advertising. But another great way to use them would be to place them in the editorial content to promote content in their online presence. Think about it: when you promote online content in the newspaper, usually you are asking the reader to set aside the paper and go to a computer, type in a Web address, and find the content. With a QR code, the reader can scan the code in the publication and be right at the relevant content immediately.

After the class, I sent an e-mail out to the CMA listserv to see who was using this technique and for what purposes.

Newspapers that have been using them include the N.C. State Technician (ads), Minnesota Daily (ads, per Logan Aimone at ACP), Texas Wesleyan’s Rambler (editorial), the Northern Illinois University Northern Star, and the College of Charleston student newspaper (per Mandi Bryson, assistant student media director).

Here’s a sample of how the Northern Star has used them (thanks to Jim Killam for the PDF):

The biggest issues with using QR codes in the student news media (as I see them) are smart phone adoption, and conceptual understanding.

In one class I did a survey and 1 out of 14 students had a smart phone. On the other hand, smart phones are becoming more common across the U.S. population of cell phone users.

But many smart phone users don’t even know what those square blotches of ink are supposed to mean. If you do plan to do something with QR codes for smart phone users, you’re going to have to add some informational content to explain what those things are.

Three years ago when I first heard about QR codes, they seemed like an interesting, but slightly opaque, addition to the use of mobile phones and the Internet. Now, when I travel, I see them cropping up more and more, and the trend is likely to continue.

Are there other college media outlets using QR codes in their publications? If so, drop a comment in the comment section or e-mail me at scmurley -at- gmail.com and I’ll update this post.

And for those who are interested, here’s a list of QR code generators. One thing I would caution: when you generate a QR code, make sure you have a smart phone handy to make sure it works before you put it in the publication. Nothing will abuse people of the desire to check out your QR codes more than it not working when they use it the first time.

Update 1: Susan Kirkman Zake mentions that The Daily Kent Stater has been using a QR code in their flag for the last week to promote KentWired.com, with additional info on how to use it. Here’s a screencap from the PDF version:

Related articles

• QR Code: Why You Should Be Using It to Promote You, Your Business and Products (drdianehamilton.wordpress.com)
• 10 Ways to Use QR Codes in Your Classroom (itcboisestate.wordpress.com)
• Brodie Beta: Mobio reports QR code use has exploded by 1200 percent – URL: http://thenextweb.com/industry/2011/02/09/mobio-reports-qr-code-use-has-exploded-by-1200-percent/ (thenextweb.com)
• New QR codes are a free key to digital content (commercialappeal.com)
• Are QR codes ready for mainstream adoption? (sociable.co)

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Last week, I noticed via twitter (@danielbachhuber) that the Daily Tar Heel had launched an iPhone app, developed with Amuzu, Inc. Going to the link, I noticed that the Daily Illini and the Daily Sundial at Cal State-Northridge had also worked with Amuzu to develop their iPhone apps. (all those links are to the iTunes store, which I believe will only work if you have iTunes on your computer)

Because they are all created by the same developement company, the first screen (see in the screenshots below) looks very similar, except they each have some different applications enabled. For instance, the DTH has a drink specials guide (which they must be selling, I’m checking on this).

I’m currently searching for other college media who have iphone apps (Rice’s KTRU has an “unofficial” app that streams their Internet radio feed), and might create a spreadsheet for them if there’s enough interest.

Here are a few others I found:

(all developed by Genwi, LLC.)

Stanford Daily

BYU Universe

Daily Californian

ASU State Press

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Use of a texting service is different than a mobile site or iPhone application because it delivers news to the reader without requiring the reader to seek it on his own. All he/she has to do is sign up.

I can see how it’d get annoying — perhaps spammy– but the service is all opt-in.  If you have high-quality content, this won’t be an issue.

Barack Obama’s campaign is proof tha text alerts can be successful. He texted alerts to his supporters and even broke news of his VP via text message.

It baffles me that most news sites which offer text alerts bury the feature somewhere on the site. Pro news organizations like Tampa Bay Online offer text alerts, but the feature is hidden under the “tools” option.

The New York Times offers the service too, but again, it’s a hidden option that most readers probably don’t realize they have.  Even a Google search didn’t yield results for LA Times’ mobile alerts, which only leads me to assume they don’t offer the service.

The option to subscribe for text alerts should be offered prominently on the homepage, right alongside the option to subscribe to RSS.

OaklandNorth.net, a project out of UC Berkeley, is a great example of college media that offers text alerts and features it on their homepage (found via Richard Koci Hernandez).

The best texting service is designed with narrow subscription options (i.e. specific categories/sections of news alerts) so your readers receive only the news they want.

WordPress users have the option of using a plugin called SMS Text Message which allows the admin to send an alert directly from the dashboard.  The downside is that it doesn’t allow readers to choose the category they want.

Another free option that allows you to mass text is Tatango, which can be used by anyone (even you College Publisher folk).  Tatango does allow readers to sign up for the category they choose and the account can be linked with your RSS feed.

The advertising hasn’t quite caught up for text alerts (The NYT doesn’t have a single ad in their alerts). I could see an ad offer being sent out every 10 alerts or included at the bottom of every few alerts.

Not everyone will sign up, but it’s about offering another means for your readers to consume your news. Those who prefer the service will value it.

So set a goal for yourself this week or this month to have a system for giving your readers text alerts. Experiment and see if it’s successful. Feature it somewhere on your homepage.

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Image via Wikipedia

The device, which is unnamed, uses the same technology as the Sony eReader and Amazon.com‘s Kindle, a highly legible black-and-white display developed by the E Ink Corp. While both of those devices are intended primarily as book readers, Plastic Logic’s device, which will be shown at an emerging technology trade show in San Diego, has a screen more than twice as large. The size of a piece of copier paper, it can be continually updated via a wireless link, and can store and display hundreds of pages of newspapers, books and documents.

An interesting development, but questions remain.

The iLiad, Kindle and eReader prove the technology works. The big question for newspaper companies is how much people will pay for a device and the newspaper subscription for it.

Indeed. I can’t see paying a subscription for a newspaper these days as a great investment. I rarely read the print edition, and would only increase my need to recycle by having one delivered to my door every day. While a device like this sounds interesting, a high price for it will certainly be a deal killer for a lot of people. Plus, an electronic newspaper doesn’t have the sizzle of an iPhone. Maybe the newspaper industry should make a deal with Apple to handle the design and marketing of this product.

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Image via Wikipedia

Setting up a mobile Web site and text-messaging program is not hard, and taking advantage of the medium is extremely important for newspapers.

“Moving to Mobile” is a growth and development guide from the Newspaper Association of America that covers the many aspects of mobile for newspapers. This includes information on advertising and local search, setting up and running mobile programs, reaching youth and the state of e-readers. It also includes case studies from newspapers finding success in this area.

This is definitely going to be something to watch in the next year or so. I’m not sure of the angle for college newspapers, since it’s doubtful many college students are acccessing their student paper on the phone. But if it’s a revenue stream that will keep the news industry viable, I’m for it.

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