Phila Inquirer's cheezy bar-code

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So what is it with this big-time newspaper putting such a tiny bar-code on their paper? When you go in to the supermarket to get a quick paper and a coffee, the bar-code is so damn small the scanner can't see it! Then the hapless check-out person (moi) has to scramble for the hand-scanner to find the tiny code, delaying the customer and backing the line up even more.

Come on guys - spend a little ink and page real-estate and put a serious bar-code down there!