In the summer edition of the Advantage newsletter Brown introduced B.Mobile 2D barcoding. Dwell, a magazine devoted to modern architecture and design that began printing with Brown in 2009, was one of the first customers to implement this technology. We caught up with Nancy Alonzo, Dwell’s Director of Digital & Brand Marketing to discuss their experience.

“Dwell eliminated reader service cards due to their expensive and ineffective nature,” said Alonzo, “but there was no service filling the gap. When Brown introduced B.Mobile we found the solution to be wholly appealing to not only our advertisers, but to Dwell and our readers.”

The December/January issue of Dwell, on newsstands now, features a two-page spread that includes directions on how to download the NeoReader onto your web enabled camera phone and the 2D barcode. The 2D barcode takes you to a mobile site set up for the reader to request more information about the advertisers featured in the issue.

“Because the barcodes are traceable, we will be able to track our readerships’ response,” continued Alonzo. “We plan to use the 2D barcode for 3-4 months, at that time we will evaluate how many early adopters are reading Dwell.”

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This article was taken from the Brown Advantage newsletter. For the complete Brown Advantage you may download the pdf file, view the digital edition or sign up to receive future issues.