Abstract:

Arbitron and Time Inc. are considering technology-based measurement to capture magazine readership, possibly as an enhancement to Arbitron's Portable People Meter (PPM) measurement. The present video-based investigation addresses a precondition to the research program: learning how consumers use magazines to provide human-factor guidelines for technology development. The range of reading behaviors observed in this investigation demonstrates the varied ways and the myriad locations in which magazines are read and underscores the many benefits a passive measurement would provide.At the juncture of this new technology, we are in the early stages of learning how and if Radio Frequency ID (RFID) technology can be deployed in magazines. Once accomplished the new challenges will be in creating appropriate readership methodologies. Now is the time to engage in the R&D necessary to develop 21st century research tools.