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Magazines Use More And More Action Codes

  • Folio, Tuesday, November 29, 2011 4:36 PM

Magazines are aggressively pursuing the use of action codes for both advertising and editorial purposes -- though the former accounts for the most growth, according to a study released by mobile technology company Nellymoser Inc.

“From January to September 2011, the number of magazine action codes grew a dramatic 476 percent from just 88 in January to 507 in September," the report notes.

Among other uses, magazines tap action codes to provide "access to video, a contest promotion or sweepstakes, a coupon offer or an interactive shopping experience." And while no single type of magazine dominates, still "tags in the beauty, home and fashion categories represent about 38 percent of all codes use in advertising."

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