From the Editor: A QR Code: What the Heck Do I Do With That?
What Say You?
The other aspect of an audience-focused approach is audience feedback, or a means of getting it when you don't have data automatically being given to you via web tracking and analytics. As many of you know, we do a reader survey every year, asking questions about what you like and don't like about Publishing Executive. We get a tremendous response to the survey and take the feedback to heart. Many of your suggestions for Guest Columns have appeared in these pages, your biggest challenges addressed in feature stories, and topics of interest covered regularly. (By the way, our reader survey will be sent out soon via e-mail, so keep your eyes out for it!)
So, back to the QR code and our new editorial treatment. The QR code will enable us to track how many people visit the interview using the code. This is tremendous information to have. However, it may be somewhat limited. Some people may prefer to continue reading the interview by going directly to PubExec.com. Some may plan on reading it later, and find it online on their own. Some may love the editorial treatment (which we adapted—OK, stole—from something that Esquire did once; we may be thieves, but at least we're honest thieves). Some may hate the treatment—and it may end up being a debacle of which we never speak again—but they might use the QR code just to see how it works. That feedback is more difficult to capture. So, for that, I will have to ask using "old-fashioned" words: What do you think of the—let's call it cross-issue—interview treatment?
I've said this many times, but I'll say it again. This is your magazine—you have the right and the reason to provide input into its content. So, please, let me know. And I hope you'll check out the QR codes and the different ways they're used—between our editorial usage and our advertisers' usage.