New research is finally offering a better view of magazines and 2-D barcodes. Four percent of magazine readers who noted ads with 2-D barcodes in the first half of this year actually took out their phones and snapped a picture at least once, according to GfK MRI Starch Advertising Research. By comparison, 14% of people who noticed any magazine ad in the first half of the year responded by visiting the advertiser's website, presumably primarily through traditional routes such as search engines or the address bar.