Does Better Homes & Gardens get more glances than Laptop magazine?
Receptionists who stock doctors’ waiting rooms would love to know (as fewer anxious patients is most definitely a good thing).
And so we were excited to hear about Mediamark Research & Intelligence’s collaboration with DJG Marketing and Waiting Room Subscription Services to test RFID technology as a means of measuring magazine readership in public waiting rooms.
The joint test with WRSS follows more than a year of in-house testing by MRI of RFID technology. MRI’s objectives in the collaboration are to determine whether the company’s RFID-driven Passive Print Monitoring System can reliably measure – in a waiting room setting – the total time spent with a specific magazine issue, the number of individual reading occasions and, potentially, reader exposure to individual magazine pages.