Waiting Room Readership Measurement Using RFID to Be Tested
MRI seeks to determine whether the system can reliably measure the total time spent with a specific title.
Mediamark Research & Intelligence is working with DJG Marketing and Waiting Room Subscription Services (WRSS) to test radio frequency identification technology as a way of measuring magazine readership in public waiting rooms.
The test uses microchips, antennae and radio waves to identify people or objects. MRI seeks to determine whether the company’s RFID-driven Passive Print Monitoring System can reliably measure the total time spent with a specific magazine issue in a waiting room setting.
For MRI’s internal test, the company created an “intelligent” magazine prototype that records the readers’ activity with select pages. An RFID tag attached to the magazine will send a signal to a tag reader each time readers turn to the designated pages. The system keeps track of the number of times the subjects open to the specific pages and the opening and closing of the magazine itself.
“Public place distribution is an important source of targeted readership generation for magazines and provides a defined competitive environment for sampling multiple titles,” said Marc Passarelli, President, WRSS and COO, DJG Marketing. “As publishers and advertisers look to metrics that will expand their understanding of the readership experience, this test will be instrumental in providing detailed information on public place reading and in further development of the technology being used.”
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