RFID Positioned to Aid Measurement of Traditional Print: Pilots Offer New Possibilities

摘要

Despite the steady move to econtent by publishers, printers, academia, and corporations, there are still plenty of people who want paper and turn to digital content only reluctantly, according to Jean Bedord, consultant and senior analyst with Shore Communications, Inc. Even though the ability to print documents automatically extends back 500 years now, there's never been a good way for advertisers to track who's reading and, in particular, how many people are actually reading advertisements. They've used phone surveys, coupons, and response cards, but none provide the same advertising and usage tracking information that can be gleaned from the Internet.