Hearst Corp.?s Esquire magazine has tapped mobile bar codes to bring the cover of its February issue to life.

Esquire has used mobile bar codes in editorial content previously, but this initiative marks its first use on the cover. The QR codes are being used in conjunction with other mobile efforts from the magazine, including an iPad application and a mobile Web site.

?I am hoping that we can begin to give our print readers the same kind of entertaining enhancements that we give our iPad readers,? said David Granger, editor in chief of Esquire, New York.

?Every month for the last 15 months, we have done iPad covers that are little movies and set pieces featuring our cover subject,? he said.

?Now our print readers can experience those as well.?

Mobile talk
The February issue of Esquire features former United States president Bill Clinton. The issue?s theme is common ground, and includes feature articles on politics and entertainment aimed at bringing readers together.

The QR code on the cover has a clear mobile call-to-action that reads, ?Scan this for a message from President Clinton,? helping consumers understand what the code does.

Users with a QR code reader app can scan the mobile bar code either on the cover or on the table of contents page.

The mobile bar code takes users to a 24-second video clip of Mr. Clinton welcoming users to the issue and explains the issue?s topic.

According to Mr. Granger, Esquire will begin using QR codes more frequently inside the magazine in March.

Previously, Esquire has used its cover subjects to give extra content to iPad users. When users open the Esquire iPad app, they can watch an exclusive video clip on the cover of the digital magazine.

The goal behind this initiative is to make the video content available to print readers with a smartphone or tablet via a QR code.

?Editorially, our experience has been somewhat limited,? Mr. Granger said.

?When we did the augmented reality issue in 2009, we got about 70,000 people to download the software that enabled the various experiences inside the magazine ? but that was way more complicated and involved,? he said.

Additionally, in March 2010, the magazine used 2D bar codes on editorial fashion pages to generate tens of thousands of scans, but did not have insight into how many people were bought the items from the bar codes.

Mobile tie
Esquire?s mobile work is a smart move from a publisher?s perspective because the magazine is able to expand its content to a wider group of mobile users.

Using mobile bar codes inside a magazine can be tricky without a clear call-to-action because some consumers might be stumped on what the code does.

By placing it prominently on the cover with a description that tells users exactly what they will see when it is scanned, mobile bar codes can be used to bring together digital and print content.

The challenge for publishers however is how to monetize content.

?Lots of magazines are trying to sell stuff via mobile, and publishers want to sell subscriptions,? Mr. Granger said.

?Clearly I think we can enhance the entertainment quotient of the print magazine with mobile gimmicks,? he said.

?But I think over the next few months, we may see print being disseminated and shared in much the same way that online editorial is.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York