Mediamark Research and Intelligence (MRI), a New York-based provider of magazine audience and multimedia research data, is testing the use of RFID technology to measure how magazines are read in waiting rooms. The amount of time readers spend with those magazines, as well as how long they linger on particular advertisement pages, is considered golden data to the advertisers and magazine publishers that MRI serves. After multiple lab tests, MRI is set to begin its first public-space RFID test early next year. The trial will take place in one to three waiting rooms in or around New York City, and will last for one month, according to Jay Mattlin, MRI's senior VP of new ventures.
Source: rfidglobal
