Back in February 2009, my blog post titled, “Consumer Print - Time to Connect” highlighted the needs, reasons and ways to connect print to cell phones. A year later via combined technology between GossRSVP & Corning JV Rockwell Publishing, Inc., a new software by JV Rockwell called “Adapproval” is now producing approximately 76,000 unique automated, “text-to” interactive codes / month, with JV Rockwell Publishing printing over 1 billion Realty & Automotive interactive print ads per month. Readers simply can text a code to get a hyper-link to view additional MLS or Automotive info on their web enabled phones.
While the percentage of unique codes acted on by consumers is in the single digits, and the total percentage still a fractional percentage their numbers continues to grow with great interest. The benefits of automation, labor and times savings also apply here, for the Adapproval print creation users. However, the consumer, the “digital consumer” benefits by publishers of such magazines raising the bar by providing new ways to engage and there is no turning back.
This is just one example of “front end” code integration mentioned below in my April blog post titled, Critical on 2d for Ubiquity in Print. The “text-to” code used in Adapproval is a 6-7 digit code used in conjunction with a shared short code via our API. Adapproval mobile-enables 100% of the MLS listings in their customer’s markets…even if they do not run in their customer’s print magazine, the listing has an auto-generated code that allows the advertiser to use the code in other media forms…i.e. brochures, flyers, competitive print, newspapers, yard sign, window stickers on vehicles, etc…
Someday the numeric codes will be replaced with a small 2d code next to each listing. However, while we wait and work with device manufactures on the technology needs for achieving ubiquitous use of 2d codes in consumer print, we do not need to wait in capitalizing on the opportunities that exist in evolving front end applications of Automated Interactive Print. This is a classic case of chicken & egg. Do we apply more 2d codes and the better scanning phones will come, or do we build a true scan phone and then publishers will add more 2d codes to their printed products?
We welcome you to learn how we can automate your publication.
By Roger Belanger, Director GossRSVP.
For more on Corning & JV Rockwell Publishing, Inc.
Contact: Mark Rockwell, VP, mdrockwell@jvrockwellpublishing.com
