Magazine Accountability at Long Last

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There was a news report recently released by Mediamark Research Inc. (MRI) that announced the company’s plans to begin testing a promising new technology that can literally print interactive microchips on any printed page. That technology (RFID) is already widely used in a variety of other everyday applications.

Using a process originally developed by the MIT Media Laboratory, MRI will begin testing whether RFID tags printed onto magazine pages can be used for magazine-audience measurement.

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