According to Jean Bedord, a senior analyst and consultant at Shore Communications, although publishers, printing houses, academies, and large companies are increasingly turning to electronic publications, many people still prefer paper publications. Reading e-publications is I must do it for nothing.
Although the method of automatically printing documents can be traced back to 500 years ago, there is no good way to let advertisers know who is reading advertisements, especially how many people have read advertisements. People have used methods such as telephone surveys, coupon inquiries, and inquiry cards to conduct surveys. However, there is no method that can compare with the Internet's means of accurately counting the number of clicks on advertisements.
Accurate statistics on the number of times a printed advertisement is read has suddenly become obscure due to the emergence of new technologies. There are a variety of RFID exploration programs in this area. The new technology can not only count the number of people who read a certain publication, but also count the number of people who read a particular page of the publication.
RFID technology identifies people or things through microchips, antennas, and radio waves. Some of these devices can store information for analysis. At present, the methods for measuring the number of print readers are mainly written questionnaires, face-to-face inquiries or telephone inquiries, but the necessary condition is that the other party is willing to participate. RFID technology can effectively measure the reading times of prints.
Recently, MediaMark Research (MRI) announced that it has joined forces with TagSense to participate in the exploration of measurement methods for RFID print readings. TagSense specializes in RFID applications and is a company separated from the MIT Media Lab. RFID is one of the methods that MRI is exploring to measure the number of printed prints.
MRI and Tagsense are ready to develop different types of RFID systems to suit the needs of different publications. According to the announced agreement, TagSense is responsible for testing various sensors, tag readers, and providing the best measurement methods for print. MRI is responsible for the testing of small-scale controlled environmental RFID technology for measuring print reading times. On this basis, the two companies will finally make a decision on which technology to choose as the direction of long-term investment.
Ms. Bedord said: â€œThe most important thing about the new method is its high efficiency, but it should be clear that this can only be said to be an exploration. Whether it can achieve practical goals remains to be proven. Practical applications are far more complex than the technology itself. The printing of the chips on magazines, as well as the reading of the devices and the subsequent construction of the database, requires appropriate research methods and it takes time to combine all this together so that it can function effectively."
She likes to compare today's RFID technology with the bar code 10 years ago. The bar codes were only used in warehouses. It is possible to print bar codes on every single item. It takes many years to read information through scanning and get specific applications. time.
She hopes that RFID will have many practical applications in the next five years, and it will become accustomed to it within ten years, just as people today look at barcodes.
Source: Shengying RF Network
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