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The truth is that few people who see a QR code know what to do with it, and even those who do aren't likely to be thrilled by its reward to sign up for a newsletter. That being said, Hirschorn says many publishers who have provided shortcut to videos within their books have already seen "good results."
Book jackets will also display the URL of an author's S&S page for consumers without smartphones or QR code scanners.
For now, QR codes will only appear on hardcover and trade paperback books. Future formats will be added based on performance, Hirschhorn says.