Some points towards the end of the article seem to justify my skepticism about QR codes: they are a fun way to open a link but why would you want to open it in the first place?
Originally posted on paidContent:
Simon & Schuster is adding QR codes to the back jackets of all its hardcover and trade paperback titles starting this fall. The publisher hopes to use the the codes to build direct-to-consumer relationships, but will readers actually scan them?
Twenty-six percent of Simon & Schuster’s sales are now digital, and the QR codes are seen as a way to link digital and print. The codes “make it easy for consumers to visit our site and hopefully subscribe to one of our newsletters,” S&S chief digital officer Ellie Hirschhorn wrote in a recent email to employees. Scanning the QR code on a book ”will bring the consumer to the author’s mobile page on S&S.com where they can sign up for an email, browse the author’s other books and watch video.” Jackets will also include a printed link to the author’s website “so consumers without smartphones or QR scanners could still easily find the author’s page.”