How to split magazine codes
| Split by | Example | What you learn |
|---|---|---|
| Title | Two trade magazines running the same ad | Which readership responds |
| Issue | The spring issue and the autumn issue | Whether timing changes the response |
| Position | Inside front cover and a right-hand page | Whether the premium position earns its price |
| Regional edition | A northern and a southern edition | Where to spend next time |
Getting a magazine QR code right
Magazines are read at about 30 to 40 cm, so print the code at least 4 cm (1.6 in) wide with a white border. Keep it well away from the gutter, where the binding swallows part of the page, and off the outer edge where it could be trimmed.
Ask the printer to run the code in solid black ink. A rich black built from four inks can blur if the plates shift slightly, and small codes suffer first. Send the SVG file, and don't place the code over a photo. Test a proof on coated paper, because gloss can catch the light.
Give a magazine longer than a newspaper before you judge it. Copies sit in waiting rooms and on coffee tables and get passed along, so scans can keep arriving for months. Compare cost per lead across titles once the response has slowed, and keep the campaign live until then.