Yell Puts QR Codes on Print Directories

In a new experiment UK directory publisher Yell has added 2D barcodes to the cover of two of its print directories, which provide access to weather and entertainment information. According to the release issued earlier today:

Yell is to trial innovative smart codes on the front covers of two editions of its Yellow Pages directories, enabling consumers to obtain the latest local cinema and weather information via the mobile internet.

Two interactive smart codes published on the covers of the new Edinburgh and Cardiff editions of Yellow Pages in December will feature an encoded URL that hyperlinks consumers to the mobile internet. They will provide an innovative and quick way for Yellow Pages consumers who have a mobile phone with an internet service to obtain the latest cinema and weather information.

Users are required to download software that enables the phone to read the barcodes (and thus may it have limited adoption). However if successful, this has much more widespread potential application thoughout the directory.

It's yet another example of how mobile can be used to extend and make traditional media more dynamic.

Yell Cover

Mobile QR