RFID To Speed Magazine Readership Research?

[Note to editor: Pet Peeve #469... making me read seven hundred paragraphs of baloney to get to the crux of your story...] This is a news report, aka full length novel, about the magazine industry's sudden interest in RFID as a way to sense how long eyeballs stay on a given page of any periodical. I'll save you the trouble of finding this nub of the news deep within this feature. It says, eventually, the industry wants to develop passive measurement tools that would determine a single issue's audience without the use of surveys and sampling.

My only question is this: what magazines? No, really? See this magazine rack pictured here? Isn't that the future of printed periodicals? And by the way, have they invented a chip that can be read in New York by Bob in Research from a magazine in the hands of Elmer in Kansas? Welcome to Oz.