METHOD AND SYSTEM COMPRISING A READ-IN DEVICE FOR SYSTEMATICALLY RECORDING AND EVALUATING THE READING BEHAVIOR AND UTILIZATION BEHAVIOR OF THE READERS OF PRINTED MATTER/PRINTED MEDIA

摘要

The read areas of the printed matter are, area by area, optoelectronically read in from each panel list by a read-in device (1), which is assigned thereto and provided with a clock, while recording the individual read-in times. The data recorded thereby are electronically transmitted to a central data processing system. In this data processing system, the recorded printed matter areas are electronically compared to the digital data record of the printed matter, are assigned and identified. It is then computed which text portions or image portions of the printed matter were recorded from which panel lists, at which time and over which duration. The system for carrying out this method comprises a number of electronic read-in devices each having an individual electronic identification code and a built-in clock, and comprises a central data processing system having special software for evaluating the recorded data transmitted out from the read-in devices via an interface. The read-in device (1) is about as large as a cigarette pack, has a read-in window provided with macro optics and optoelectronics for pictorially recording printed matter areas, and has electronics for marking the recorded data with the date and time and for storing and transmitting this data record via an interface.