RFID to track your magazine browsing in waiting rooms

This is just astonishing:
The next time you visit your doctor for your appointment and flip through the pages of the magazines kept in the reception room, you might not be aware of the fact that a watch is being kept on your reading habits using RFID. Mediamark Research & Intelligence and DJG Marketing have come together to use RFID for measuring magazine readership in public waiting rooms.
More here. RFID is the little bitty chip already used to track library books, merchandise, and in some localities, children.

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