Magazine Scan Response Rates Exceed that for Direct Mail, Study Finds

ARLINGTON, MA—Oct. 5, 2012—New evidence shows that action codes (such as QR codes, Microsoft Tags and digital watermarks) in magazines deliver better response rates than traditional forms of direct marketing, according to a report by Nellymoser Inc., a mobile marketing and technology services company. Based on Companion App campaigns delivered by Nellymoser over the past 12 months, the median response rate using mobile action codes ranged from 4.5 to 5.9 percent. The average, weighted by circulation, was 6.4 percent.