image from esquire

Many magazines continue to use bar code-like icons throughout their pages that allow a camera phone to "snap" the image and take the reader to additional online content. But the level of interaction between these icons and readers has remained low since the trend started--so why are some big names still doing it? One says engaging a small number at this level of readers is better than none at all, and several are already thinking of what's coming next. See what AdAge found out here.