Tarmac Mag First To Crack QR Codes

qr code, qr code readerTarmac magazine has broken new ground in Australian motoring magazines, becoming the first print publication to utilise QR codes, expanding its print-to-digital interactivity and showcasing the future of reader involvement and interaction.

The three-year-old performance car magazine has introduced the simple-to-use QR (Quick Recognition) codes in the latest issue, on sale today, embracing what is quickly becoming a popular link between mediums.

Already used in overseas retail markets, QR codes are like a consumer barcode, allowing anyone with a camera-equipped smart phone or device and a QR Code reader application (either an iPhone App or Android App) to simply scan the code and be directed to a video, website or online page or photo. QR codes allow instant and easy linking without the need to type in URLs, keywords and hunt the web.

Tarmac issue 13 is on sale today and features internet sensation and motorsport star Ken Block and his Ford Fiesta on the cover; within the pages are 30 QR codes enabling readers to interact and easily link to his popular Gymkhana videos, along with QR links to advertisers’ promotional videos, and Tarmac’s motoring YouTube pages and more.

Tarmac magazine has proven resilient and strong over the past three years, with the magazine sustaining or marginally increasing sales throughout the GFC and over the past 12 months.

Highlighting performance cars, Tarmac also covers the niche of tarmac rallying, an increasingly popular sport attracting a number of manufacturers and more than 300 entrants to Targa Tasmania’s 20th anniversary earlier this year, proving this is clearly a market not to be ignored.

Tarmac magazine also works closely with Targa organiser Octagon, and this issue of the magazine contains the official 2011 Targa High Country lift-out programme, in readiness for next weekend’s event in Victoria’s High Country region, on November 4-6.
From Paddock Talk:

Tarmac magazine will also compete in this event in a Hankook-supported Mitsubishi Evolution X, and further expanding its fan interaction, the race car will feature QR codes on its rear windows, allowing fans to scan the code and easily and instantly view the day’s best onboard and video highlights.

Once fans have scanned the QR code, it is remembered in their phone and it can reconnect anytime at their convenience to view updates.

The introduction of QR codes into the motoring magazine market is a perfect fit offering added bonus content in a quick and easily digested format without the need to purchase a separate electronic reader; it shows the shows the future of tactile print publications is still strong and desired, coupled with electronic mediums.

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