EP2162847A1

EP2162847A1 - Method for interaction between a user and a receiver of a printed product

Info

Publication number: EP2162847A1
Application number: EP08714755A
Authority: EP
Inventors: Heinz Möckli
Original assignee: Ferag AG
Current assignee: Ferag AG
Priority date: 2007-06-04
Filing date: 2008-03-11
Publication date: 2010-03-17
Also published as: BRPI0812204A2; US20100198675A1; CA2688393A1; WO2008148227A1; JP2010531483A; AU2008258342A1

Abstract

The invention relates to a method for interaction between a user (32, 24), for example, a newspaper publisher, and at least one receiver (A, B, C) to whom a printed product (12, 23, 23a, 23b, 23c, 26) comprising at least one RFID tag (14, 14a, 14b, 14c) is delivered. At least one specific piece of additional information (a, b, c, 42) is stored in the at least one RFID tag (14, 14a, 14b, 14c) for the purposes of interaction.

Description

Method for interaction between user and a recipient of a printed product

FIELD OF THE INVENTION

The present invention relates to a method for the interaction between at least one user and at least one recipient of at least one printed product according to the preamble of patent claim 1, printed products according to the preamble of claim 23, and a system for carrying out the method according to the preamble of patent claim 24.

STATE OF THE ART

Radio frequency identification transponders (called RFID tags in the following) are known from the prior art, and their use in intelligent labels (also called RFID or smart labels for short) is becoming increasingly important. The fundamentals of RFID technology, which makes it possible to transmit data by means of radio waves without contact and without visual contact between an RFI D tag and a transceiver, are known and need not be explained further here.

The systems for wireless data transmission, for example for the identification of RFID tagged products, usually consist of the three components: RFID tag, transceiver with which data is read from the tag or written on the tag and a higher-level IT The system that manages the data The RFID tags differentiate between passive, semi-active and active in terms of their power supply. In the following, we will focus only on the passive RFID tags that draw their energy from the electromagnetic field generated by the Transceiver generated and by means of inductive, respectively capacitive coupling in Receive close range via the antenna. In the systems with inductive coupling is currently mainly in low frequency ranges from 30 to 500, preferably 100 to 135 kHz with a range of up to one meter and in high frequency ranges from 3 to 30, preferably 1 3.56 MHz, with a Reichweise of about 1.7 meters working. In analogy to the frequency domain, both the data transmission rates and the acquisition prices are low at the low frequencies (LF). LF-RFI D tags are typically populated with chips of up to 2 kbps capacity. At high frequencies (HF), which have higher data transfer rates but also a higher price, the range is also about 1.7 meters. Depending on the storage type, the storage space available ranges from the storage of simple identification numbers to the storage of complex data such as manufacturer, best-before date, date of manufacture, sales prices etc.

WO05 / 062222A1 from Brother Kogyo Kabushiki Kaisha. shows a system in which via a mobile phone, which is equipped as an RFID reader (information terminal), (link) information of an RFID tag, which is associated with a billboard, are read. On the basis of this (link) information, further information associated with the (link) information can be transmitted to the mobile telephone by a background system.

WO2006 / 137740A1 from Telenor ASA likewise shows a system and a corresponding device in which a RFID tag is read via a mobile telephone with an RFID reader and additional information assigned to the RFID tag is transmitted via a network (WLAN) or can be processed.

The WO2004 / 004196A1 Nokia Corporation shows a transceiver unit, whose hardware by means of software selbstadaptierend both as an RFID reader, the Communications via RFID tags, as well as a Bluetooth transceiver can be configured.

Swiss Patent Application No. 00795/07 by the applicant discloses printed products which are preferably produced in a conventional printing process, for example by pressure molding in rotary printing, and which are provided with an identification means in the form of an RFID tag. The identification means carries, for example, a multi-bit information for identifying the products and a control information which controls at least one step in the print finishing. The operation may include one of the following activities: conveying, storing, inserting, collecting, collating, stapling, foliation, loading, gluing, cutting, addressing, packaging. The work step can also be a control step. According to preferred embodiments of Swiss patent application no. 00795/07, multipart printed products are produced which comprise at least one main product and / or one or more partial products. Partial products include insert sheets, postcards or promotional product inserts, for example CDs, DVDs, CD-ROMs and other data carriers. At least one of the main and / or partial products, insert sheets, postcards, advertising supplements, etc. is provided with an RFID tag having at least one I-bit control information and / or at least one product information that directly or indirectly at least one step controls in the print finishing. Intelligent multi-bit RFID tags are designed to be pre-tagged on the tagged product or separately created RFID tags after affixing to the product to be tagged product and tag / or control information will be described.

Swiss Patent Application No. 00795/07 proposes to use a subscriber's address information stored in the RFID tag for a printed product

Addressee-specific advertising, for example advertising letters with personal address or pre-addressed reply cards to provide. This can be done in the field of gathering, for example, by inserting target group-specific high-quality conventionally produced advertising inserts, pasting just such postcards, cut-sheets or product samples.

The high-quality RFID tags, which can store text, audio or even image and video files, comprise a powerful IC and are preferably not printed on the printed products, but separately manufactured and adhered to or otherwise connected to the printed products. This can be done very elegantly, for example, with devices such as are known from EPH 06550, EP108614 and EP175607 of Ferag AG and are extremely successfully established in the market under the brand name MEMOSTICK®.

Despite the multitude of known systems for interaction between a user and at least one recipient of a printed product, users, that is, for example, publishers and advertisers have an enormous need for methods and products that provide new and / or improved forms of user-user interaction Allow recipients.

BACKGROUND OF THE INVENTION

It is therefore an object of the present invention to provide a method for interaction between a user and at least one recipient of a printed product, which allows for the sender and receiver through the interaction an added benefit is generated.

It is a further object of the invention to provide methods which avoid the disadvantages of the prior art methods. The invention also has the task of facilitating the interaction between transmitter and receiver while largely using known technology in the field of electronic communication means, in particular of mobile telephones and personal computers.

These objects are achieved by a method for interaction between a user and at least one recipient with the features of claim 1, by a printed product having the features of claim 23 and a system having the features of claim 24.

The invention is characterized in that, for the interaction between at least one user and at least one recipient, a printed product comprising at least one RFID tag in which at least one specific additional information is stored in electronic form is delivered to a recipient.

In a first embodiment of the present invention, products, for example printed products, also called printed products or printed products, are produced in a production process and subsequently transported by a conveyor to a product processing. The funding is not specified here and may for example be a staple conveyor. The formation of the conveyor plays for the understanding of the present invention, however, a minor role. The product has either already been provided with an RFID tag in the production process, which in the present case has a first storage area and second storage area, or it is provided with a separately produced RFID TAC during further processing. A first storage area in the present embodiment serves to carry at least one piece of information that is needed during product processing. Reference should be made at this point to the application CH 00795/07 of 14 May 2007 of the Applicant. In the present case, a second memory area is provided with information, also referred to below as specific additional information, which specifies the printed product or end product. Such additional information may be, for example, addressee-specific information such as home address, business address, customer numbers, subscription numbers, memberships of associations and the like. According to advantageous embodiments, the specific additional information is already applied to the RFID tag during the manufacturing process, that is, for example, written in the tag. Alternatively, in the manufacturing process, an empty RFID tag is first created, into which the specific additional information is written into the memory downstream of a writing station. Upon completion of the actual product processing, the finished printed products with the RFID tags leave the product rewinding devices in the conveying direction and are allocated to various distributors or mailers at a distributor so that they are eventually delivered to different recipients. Each of the recipients receives a final product, which comprises at least one RFID tag. In this embodiment, the end products with the respective RFID tag are nonspecific, that is to say that the end product which has been delivered to recipient A, for example, does not differ from the end product which is delivered to recipient B and / or C and / or other recipients has been. All recipients have therefore received an identical end product with identical specific additional information. The use of this specific additional information or the additional information based interaction with the recipients will be discussed in more detail below.

A user, hereinafter for example a publishing house or a publisher, according to a further embodiment, has the option of providing RFID tags with customer-specific additional information. This happens, for example, on behalf of one or more advertisers, with the provided with the customer-specific additional information RFID tags are attached to specific products / partial products, preferably in the form of printed products.

In accordance with further advantageous embodiments, an advertising customer can apply certain specific additional information to products / sub-products by means of announcements and / or recipients. A first specific additional information can be delivered to a first recipient and a further or second specific additional information to a second or further recipient and so on. In this embodiment, it is thus possible to send certain specific additional information to predetermined recipients or recipient groups. In this case, according to the preferred embodiment of the invention, a main product, which has been individualized by means of a, provided with an RFID tag, subproduct of the advertiser, customized provided with the desired specific additional information. The sub-product with the RFID tag is inserted or glued at a suitable workstation in the neutral main product, preferably a non-individualized newspaper, magazine or other printed matter. The sub-product with the specific additional information together with the main product forms a so-called end product. The individualization of the end products is achieved by specific additional information on the respective RFID tags. Downstream, the individualized end products are delivered to the relevant recipients at a distribution station via different distribution channels. All recipients receive a final product with an identical main product and a sub-product, which is not different from the other sub-products with regard to the visually ascertainable information but with regard to the specific additional information stored on the respective RFID tags. A possible use of this specific additional information arises in a preferred embodiment of the present invention when - representative of other recipients or recipient groups - for example, the receiver A decides to designed as, for example, as a prefilled, preferably pre-franked reply card Sub-product to the user, that is, the publisher or advertisers to send back. The recipient receives an extremely convenient way to interact with the user and to request this feedback from the user, ie the advertiser and / or publisher, for example, a trial subscription or the like without having to manually label the reply card with his address. The user can also conveniently read the receiver information stored digitally in the RFI D tag and execute the further steps of the interaction receiver-specifically.

The person skilled in the art recognizes that the partial product with the specific additional information can also be designed as a contest participation card, coupon or cut-slip or the like.

In one embodiment of the method according to the invention, the printed product is a multipart printed product comprising at least one main product and one or more partial products, wherein at least one of the main and / or partial products, in particular insert sheets, postcards, and / or advertising patterns with the at least one RFI D Tag is provided.

In a further embodiment of the method according to the invention, the multipart printed product is a printed product individually compiled for a recipient, and the specific additional information in the RFID tag is a recipient-specific additional information.

Thus, a method for interaction between a user and at least one recipient can be realized, which is characterized in that the product delivered to the recipient comprises at least one RFID tag in whose memory at least one specific additional information is stored in electronic form. The expert recognizes beyond doubt that it remains the recipient of such an individualized end product with the specific additional information, to interact with the sender or not. In the present example, the specific additional information, for example, in a coded receiver or Abseπderinformation, which serves a publisher, the physically in and of itself anonymous reply card, which has not been changed by the recipient in any way, after receiving back the recipient of the individualized end product assigned. The publisher receives digitally readable information about which recipients have interacted with it and which have not. This may serve to change and / or optimize the strategy for upcoming promotions and / or post-processing such interacting recipients,

In a further, particularly preferred embodiment of the present invention, the recipient of specific additional information has the option of not transmitting his feedback to the sender or manufacturer of the individualized end product in the form of a printed product with the specific additional information, but to a third party separate from the publisher, preferably an advertising customer , In this case, this advertising customer can enter specific additional information in an unspecified data format, with which an individualized product or partial product desired by him is to be provided, on a database. This database is preferably assigned to the publisher or processor. This information may include multiple information from multiple recipients. This information may include region-specific, user-specific, and / or addressee-specific additional information to be selectively delivered to particular recipients to increase the effectiveness of such individualized advertising. The desired individual information is taken from recipient profiles of the database and converted into the specific additional information that is entered by the publisher in the memory of the corresponding RFID tag. With regard to the enrollment process and the measures necessary for this, reference should again be made to the application CH 00795/07 of 14 May 2007 of the applicant. At an unspecified workstation, the individualized with the specific additional information sub-products are now combined with a major product to form an end product. In this way it is possible to produce individualized end products for the different recipients or recipient groups. It is explicitly pointed out that the individualization in the present case can only be achieved by the different specific additional information on the respective RFI D tags. This results in end products, which - as has already been described in the preceding embodiment - are identical in terms of visually detectable information on the printed products, but differ in the specific additional information on the respective RFID tags.

It is the recipient of such individualized end products with specific additional information again free to contact the user or the advertiser or not. The recipient preferably sends the sub-product specified as a return reply note with the specific additional information to the advertisers. The advertising customer now has the option to read out and further use the specific additional information on the reply card or the returned partial product, preferably by including this specific additional information, which preferably contains recipient information in coded form but no directly usable name or address information of the interacting recipient. to the above database. The database assigns the coded recipient information to a database entry and generates a readable by the advertiser, preferably decrypted or prepared for its further use, the recipient's data, such as his phone number, fax number, e-mail address, residential address, business address or the like or a combination or release the corresponding information for the access and download of the Advertiser. At the same time, the recipient profile of the database receives the additional information that it needs to access the database Advertising letter of the advertiser has responded, attached. The advertising customer thus gets easily processed address information of potential customers, and the publisher can steadily increase the value of its recipient database. The first recipient profile of a recipient, for example, when subscribing to a journal by a recipient at the publisher in the database, is of limited value to potential advertisers. The advertising customer has a fundamental interest in using his budget as efficiently as possible and addressing the right target group with his advertising material. The informative value of a recipient database, which includes only address information is only partially suitable because it offers only a few indirect indicators on consumer behavior and personal interests and preferences of a recipient or a recipient household. If, however, every reaction of the recipient is recorded, the receiver profile can be supplemented over time and can be upgraded with specific information, for example on the reaction frequency of the recipient. These data can be used to calculate a reaction probability of a specific recipient, ie an interaction probability with the advertising customer. An advertiser can be offered according to the present invention, a tailor-made receiver selection, which allows him to significantly increase the efficiency, that is, the return from his promotion. The advertising customer can in turn use the unencrypted recipient data, for example, to postpone a targeted subsequent information or targeted promotion or to send a reply to the answering recipient. The term good encompasses both digital and physical goods / realities, such as promotional items.

As a result, this embodiment according to the invention forms a method in which the at least one specific additional information comprises a recipient identification in digital form and the recipient, after receiving the printed product, sends a feedback message to the recipient

User gives. This feedback is made by means of the digital receiver identification in a further step is assigned by the user to the respective recipient and triggers a reaction at the user.

In a further embodiment of the method according to the invention, the feedback of a specific recipient to the user is assigned to the recipient profile of this recipient in a recipient database by means of the recipient identification and stored in the recipient profile.

In the present preferred embodiment of the method, the user is therefore a publisher or an advertising customer of a publisher and the feedback of a specific recipient is assigned by means of the recipient identification a recipient profile in the database and stored in the recipient profile.

In a further embodiment of the method according to the invention, the advertising customer transmits the recipient identification to the database upon receipt in a request and receives from this database recipient information which allows him to interact with the respective recipient.

The skilled artisan will recognize that with such use of specific additional information privacy for the recipient of specific additional information is sufficient, because the feedback is in a preferred embodiment with a reply card, which, although readable for anyone the address of the advertiser as the return address, the Sender information - that is the recipient information - but coded and not directly usable or readable for any third party. By actively responding to the advertisers, the recipient of such specific additional information grants the advertiser the right to use his or her data, regardless of whether these advertisers have the data as in present case encoded above or whether it receives it uncoded, ie directly.

In a further, preferred embodiment of the present invention, the feedback takes place, for example, via the reply card with the RFID contain the specific additional information not directly to the advertisers but to the sender of the final product, such as the newspaper publisher. The publisher reads out the specific additional information from the RFID tag and supplies it to the database. As with the previously discussed embodiment, the database notes that a certain recipient has decided to communicate with an advertiser and preferably changes the database entry in the sequence, preferably automatically. Furthermore, it sends the advertiser the desired, pre-specified data, such as the address, phone number, etc. In this embodiment, the advertising customer is spared the work of reading out the RFID tag on the reply card or a subproduct and only receives information of interest to him about the respective recipient of the specific additional information, which is a relief for him and thus an added value. The advertising customer now has the opportunity through the bundled feedback from the publisher either to contact the recipient of the specific additional information directly or to send him a message and / or a good directly or indirectly.

According to another embodiment, the publisher also takes the further steps of interacting with the recipient, for example, shipping a good in the form of a giveaway and functions as a "foot-I-service provider" for the advertiser, providing a detailed presentation of the success receives the promotion, but does not have to be active.

Significant advantages of these novel processes are not only economic but also ecological. It is avoided, for example, resource-intensive H

Promotional gifts or elaborate partial products such as catalogs o.Ä. to spread to a broad, anonymous recipient, but in a "pull-mode" the cut is only sent to the interested and interacting recipient.

Of course, those skilled in the art will recognize that in a particularly preferred embodiment of the present invention, a number of specific additional information items may be sent to a particular recipient, for example in the form of multiple partial products having different RFID tags and which in turn may contain different specific additional information.

In the following, the interaction between the recipient of specific additional information and its communication options or follow-up actions will now be discussed. For example, in a preferred embodiment, a particular recipient receives an end product with some specific additional information. This specific additional information is preferably again contained on an RFID tag in a second memory area. In a further preferred embodiment, the RFID tag contains only a single memory area. The person skilled in the art recognizes that it is not essential for the present invention whether an RFID tag has one, two or more memory areas of different hierarchies. If the recipient of a final product with such specific additional information decides to contact the advertiser, he may, for example, do so by sending the partial product with the RFID tag designed as a reply card to the informant / advertiser. As will be explained further below, the specific additional information in the RFID tag may be referred to as a "digital giveaway." It allows the user to distribute giveaways, preferably to selected recipients, for example, buyers and / or subscribers of a particular magazine can not be directly attached to the magazine, which may be promotional gifts that are too big, too heavy, or too sensitive to directly contact the magazine to be delivered. A specific additional information in the RFID tag of a children's magazine may entitle, for example, to the purchase of a ice cream, which for obvious reasons can not be settled in the magazine.

As a result, this embodiment according to the invention forms a method in which the at least one specific additional information comprises at least one digital good and / or at least one digital coupon.

Generally speaking, in a further embodiment according to the invention, a method is proposed in which the digital coupon entitles the recipient to receive a good, wherein the recipient records the good in digital form over a network, in digital form or as a real estate at an issuing office presenting the digital Voucher refers or receives priced discounted, or as a realie delivered after feedback of the voucher to the user.

Similarly, in accordance with this particularly preferred embodiment, the recipient of the specific additional information searches directly for the user or a partner company cooperating therewith, and presents the final or partial product with the RFID tag with the specific additional information. The latter now registers that a particular recipient has entered in response with him and solves a certain reaction, preferably in the form of a delivery or delivery of a good, as mentioned in the preceding embodiments. In order to prevent multiple deliveries or dues to the same recipient, the memory of the RFID tag with the specific additional information when purchasing the goods is preferably destroyed or canceled.

Thus, this embodiment of the invention constitutes a method in which the interaction in a reaction is selected from the following group: delivery of a digital good or a real to the recipient, inclusion of the recipient as a participant in a sweepstake, entitlement to a rebate on the purchase of certain other goods or realities, the granting of special discounts and / or free entry to an event or the crediting of bonus points, such as common bonus point collection systems,

The person skilled in the art recognizes that it is of course also possible to overwrite the RFID tag or the information located thereon. As a concrete embodiment of this representative may be mentioned a recipient who has received an RFID tag voucher of the advertiser. The recipient visits, for example, a kiosk or a sales outlet of the advertising customer or a partner company, legitimizes itself by means of specific additional information in the RFID tag for the purchase of the goods and receives a giveaway or it is granted a discount. Compared to conventional vouchers, the digital voucher has significant advantages in terms of protection against counterfeiting, ease of desegregation and traceability. When checking the authorization, the specific additional information is read out by the user and can simply be saved in order to upgrade a recipient profile of a recipient database.

As a result, this embodiment according to the invention forms a method in which, after a single use, the digital coupon is canceled or destroyed by the issuing office by modifying the digital coupon in the RFID tag.

In a further embodiment according to the invention, a method is characterized in that the digital coupon comprises an identification assignable to the individual print product, which enables the issuing authority to determine the subscription entitlement by querying a higher-level tax system and to delete the subscription entitlement in the higher-level tax system after a single subscription. According to another preferred embodiment, it is intended to come in contact with the recipient of such specified additional information in other ways or / and to give this a specific information. A pre-specified receiver, which has received a specified end product with an RFI D tag containing specific additional information, in a further preferred embodiment of the present invention now has the option of using a communication means - ideally with his mobile phone - with this RFI D Tag to communicate. This is preferably carried out by the fact that the recipient brings the communication / his mobile phone in the effective range of the RFID tag, so that the specific additional information can interact with this communication / the mobile phone. In this way, a particular recipient receives, for example, a ringtone or other acoustic information, such as in the form of spoken advertising, music or the like on his mobile phone. As a result, this embodiment according to the invention forms a method in which, after the delivery of the RFID product comprising the printed product, the receiver reads out the at least one specific additional information in a read operation with a communication medium or describes the RFI D tag.

The person skilled in the art realizes that such communication in the form of individualized advertising usually causes increased attention of the recipient. The person skilled in the art further recognizes that the means of communication may also be, for example, a palm computer, a radio, a personal computer, a cordless telephone or any other means of communication which communicate directly or indirectly, for example via an integrated reader, with the RFI D tag can. Instead of the reader and a read / write device can be used, which may also be included in the communication means, such as a mobile phone. The following briefly describes the various possibilities of communication (read / write operations) between the RFID tag assigned to the product and the means of communication. The RFID tag can be used both as an active tag, with its own or autonomous power supply for a few hours, a few days or even a few weeks, as well as a passive day, which is supplied via the means of communication (inductive or capacitive coupling with the electromagnetic field of the communication means), be designed. The communication means can be both as a mobile or portable device, such as a mobile phone, smart phone, PDA, RFID read / write device, e-book, audio / video media player with screen or as a mobile display device, as well as a fixed device, for example as Smart Card Reader of a computer to be executed.

If the means of communication has a standard RFID interface, for example by the means of communication containing an RFID read / write module (RFI D reader), the communication and interaction between a standard RFI D tag and the communication means takes place via a standard RFID Protocol, such as 3.56 MHz (Radio Frequency Band, RF range), in the range around 433 MHz or between 850 MHz and 950 MHz (Ultra High Frequency Band, UHF range) or in the range around 2.45 GHz or 5.8 GHz (Microwave Band; microwave range). Other ISM frequency bands are possible. The frequency range here is adapted to the scope of information of the goods; The more information that is to be transmitted per time unit or the larger the memory of the RFID tags, the higher the frequency or the frequency range is selected. The wireless communication can take place here with both active and passive RFID tags. The coding and modulation of the communication and interaction is carried out in one of the usual methods as defined for the RF range, for example in ISO / IEC 14443, IS0 / IEC1 5693 or in the NFC specifications, In the communication of a communication means with a passive RFID tag, which generally takes place over a small distance of up to 20 cm or less and in which the beginning of the communication is initiated or initiated by the communication means, it is sufficient for the operation of a passive RFID tag. For example, a small transmission power of 50 mW in the RF range, 5 mW in the UHF range and 1 mW in the microwave range. Such transmission powers can be easily achieved, for example, with common mobile phones.

If the product is equipped with an active RFID tag, the communication and interaction, in addition to the means of communication, can also be initiated by the RFID tag, for example by the RFID tag during the intended active life, from a few hours (for daily newspapers) to several weeks (for monthly magazines) attempts to send information to a means of communication which is in close proximity and which is approved for communication and interaction with a selected or predetermined means of communication (eg a mobile telephone with a particular number or SIM card) or is assigned to this. As a result, e.g. for the user, the active query via the means of communication or the user is periodically pointed to certain information such as special offers or events, as long as he does not disable the update by the RFID tag, for example by writing a corresponding information in the RFID tag.

If the means of communication does not have an integrated standard RFI D reader, the communication between the communication means and the RFID tag takes place with the protocol or standard (inherent protocol) used or predetermined by the means of communication. In the case of a mobile telephone as a means of communication, this is for example a mobile radio protocol according to a mobile radio standard (eg CMS in the range of 900 MHz or 1.8 GHz, UMTS in the range of 1.9 CHz to 2.2 CHz) or another communication protocol for the communication between at least two 2

2C

Means of communication or with another communication partner or background system or network (e.g., wireless LAN, WiMax, Bluetooth, ZigBee in the range around 2.45 CHz or 5.8 GHz). In this case, according to the present invention, a special new RFI D tag is used which supports the corresponding inherent protocol by the RFI D tag, as an active or preferably passive RFI D tag, emulating a communication partner assigned to the communication means. When using a mobile phone with a mobile standard emulates the corresponding RFID tag, for example, a mobile base station to allow communication. When using Bluetooth as a communication protocol, an RFID tag according to another embodiment modulates a second communication means with Bluetooth interface and protocol. It should be noted that the term RFID tag is also used for such tags in the present application, although they are not tags according to the usual RFID standards or RFI D protocols. The term RFID tag is understood here in a broad sense and is not limited to the standardized RFID protocols. In this case, the RFID tag is embodied either as a simple memory chip (memory chip) with a hard-wired logic for communication and interaction or as a μP chip with memory, which handles the communication and interaction.

The inherent protocol may further be assigned a proprietary data protocol, by means of which - based on the inherent protocol (as a transport protocol) - in the communication means as in the RFID tag, the assignment (coding) of the information takes place and by means of which individual information (the Good) are read from the RFID tag or inscribed in this. The proprietary data protocol is implemented directly in the RFID tags as software (in the production or writing of the RFID tags). For the communication means, the proprietary data protocol on the other hand only an optionally additional or additional application, which is loaded as software in the communication means (in the sense of a software upload, upgrade or download) and then executed. The concept of the inherent Protocol-in addition to secondary or superordinate data protocol allows that in a device according to the invention or a system according to the invention commercially available communication means can be used and the adaptation or compatibility of the communication means with the RFID tags according to the present invention by means of software, which are loaded into the communication means and / or executed by the communication means. The proprietary elements of the device or method are thus limited to the RFID tags, the data protocol and the communication software.

A printed product according to the invention accordingly comprises at least one RFID tag which _. is capable of communicating according to at least one of the following protocols: mobile radio protocols, Bluetooth, RFID (standards) and comprises at least one specific additional information in digital form.

In a method according to the invention, the RFID tag is capable of communication according to at least one of the following protocols: mobile radio protocols, Bluetooth, ISO / IEC 14443, ISO / 1 EC 5693 or N FC specifications.

In a further method according to the invention, the communication means comprises a transmitting and receiving unit which is capable of communicating according to at least one of the following protocols: mobile radio protocols, Bluetooth, ISO / IEC 14443, ISO / IEC15693 or NFC specifications.

Furthermore, it is also possible for the hardware of the communication means to be implemented such that the hardware can be reconfigured by means of software such that the hardware supports a plurality of communication protocols, ie several inherent protocols. In this case, on a commercial means of communication by software, and without the use of additional or special hardware, a device and process-specific proprietary protocol implemented or implemented, which controls both the communication and interaction between the communication means and RFI D-tag as well as the data log recorded. A corresponding proprietary protocol is on the one hand fundamentally comparable to the various inherent protocols of the communication means, but differs in terms of modulation (demodulation) and coding (decoding) of the communication, interaction and / or the data protocol, possibly also the output / transmission power sufficient extent or so that a mutual interference or interference between the proprietary protocol and the inherent protocol can be excluded. Configuration of the communication means in this way offers several advantages: the use of commercially available communication means; the use of a simple proprietary protocol because the inherent protocol does not need to be taken into account or the proprietary protocol does not have to be compatible with the inherent protocol; simpler and cheaper RFID tags because the RFID tags do not need to implement the proprietary protocol for emulating communication or communication partners; Use of the by the means of communication (predetermined frequency ranges, communication distances and output power.

Also, using an inherent protocol, the distance of communication and interaction between the RFID tag and the communication medium is generally up to 20 cm, i. the means of communication is preferably in the immediate vicinity (a few

Centimeters) to the RFID tag. Accordingly, either the

Communication means are operated with low or minimum output power (and still generates a sufficiently strong field for the power / voltage supply of a passive RFID tag), or the RFID tag is the communication means as lying in the immediate vicinity or as nearest communication partner recognized and primarily selected in comparison to other possible communication partners, so that - when using a proprietary protocol - no interference or interaction with other means of communication or communication partners occurs. The output power limits the communication and interaction to a smallest cell unit comprising the communication means and the RFID tag and suppresses communication and interaction of the communication means or the RFID tag with other communication means or communication partners of another smallest cell unit or a higher-level cell unit or excluded.

According to another embodiment of the invention, the receiver is for example a point of sale, such as a newsstand. The interaction according to the invention makes it possible to decisively simplify the settlement of recipients. Remittents in the present case are understood to mean non-terminated end products of all kinds, usually unsold newspapers and magazines. So far, points of sale had to sort the returns by title, manually count and list them, and then send them back, in whole or in part, to the publisher or specialized distribution center to allow billing between these parties according to the actual number of printed products sold. In the partial repatriation of remittenden widespread the cover sheet of the printed product or often only the newspaper head of the title page of the printed product is separated. According to the present invention, the product part to be returned is now provided with the RFID tag, so that system-specific non-contact detection of the specific additional information of the RFID tags makes the time-consuming and error-prone manual listing unnecessary. Since the read-out specific additional information is available in digital form, the physical, ie physical transmission of the return end lists to the distributor or publisher can be completely dispensed with, since the transmission preferably also takes place exclusively in digital form. Such a digitized "billing" simplifies the distributor's or publisher's commercial processes on the one hand and provides it on the other hand at the same time with additional information on the remittants, which could not be discontinued and is still cheaper than the previous return of the remittants together with return end lists. The digital information reaches the publisher even before the returned parts of the unsold products, so that a publisher can react more quickly, for example, when certain printed products are sold out quickly at one point of sale, and at another have not set off in a useful period and corresponding Measures such as a shift of these printed products to the better frequented point of sale cause before the printed matter due to their temporally often limited topicality at the less popular point of sale to be returned.

In a method according to the invention, at least one RFID tag with a product identification is arranged on a title page of the printed products.

In a further method according to the invention, the user is a publisher and the recipient is a point of sale. The point of sale sends to the publisher proof of unsold print products (returned items), printed products or title pages with the associated RFID tags, whereby the recipient identification of the RFID tags allows the publisher to assign the return items to the point of sale.

In view of the increasing popularity of online digital media, enormous up-to-dateness has arisen on media of all kinds. The inventive combination of classic printed product and RFID tag allows for an update, or an upgrading the actual value of the end product, which is the inherent technical

Features of the RFID tags, in particular the fast and non-contact writability and readability of information, according to another preferred embodiment of the invention makes use of. The entry of the specific additional information to the Individualization is therefore preferably temporally shortly before shipment or delivery or the transfer of the final product to the recipient. In such an embodiment of the present invention, neutrally neutral products, preferably printed matter, could be provided with up-to-date digital information. This can be done in the post-processing preferably before shipping or even during the actual delivery of the final product by a courier or postman or at a kiosk. For example, the latest messages are entered in digital form in the RFID memory of the relevant product. Recipient-specific messages, for example current stock exchange prices, can also be written to the RFID tag on the basis of a recipient profile immediately prior to handover to the recipient or prior to shipping, so that the end product is individualized and provided with additional information at a point in time that is only a short time ago while the actual printed product can already be completed hours or, in the case of magazines or advertising supplements, days in advance.

In an embodiment of the method according to the invention, the at least one RFID tag is described during the print further processing, preferably immediately before the packaging or the delivery, with the at least one specific additional information item.

The person skilled in the art recognizes on the basis of the previous statements that the inventive idea can also be applied to other fields of application. As deputy

Application is for example a kind of digital storage of

Printed products / end products at points of sale or theft protection mentioned.

These uses only require that the point of sale readers to read the used on the RFID tags and stores the printed products in the sphere of their associated readers or the accesses to the sales area in a known

Way with such devices. Furthermore, the person skilled in the art recognizes that all bodies involved in the distribution process between manufacturer / publisher and recipient / end customer, such as forwarding agents, outlets, newspaper delivery companies and others, read and use at least one specific additional information and / or further information of an RFID tag assigned to the printed products can. Thus, for example, on a cover sheet on a stack of printed products, which previously required a newspaper delivery to receive district / road and / or receiver information, be dispensed with. Instead of the cover page, the newspaper publisher can read this information from a memory of a respective RFID tag and use it for its fine distribution. For example, if the RFID storage information contains information about delivery locations or temporary storage for packages of printed products in the form of GPS data, the newspaper delivery company can plan his distribution route on site even in the case of unusual errands, and then execute it more quickly than before. In particular, in the case of printed products to be distributed, which concern only a district, a street or a part thereof, for example because they contain local product information such as actions of a small business, they can still be carried out quickly and professionally, preferably together with the daily paper.

This embodiment of the present invention forms a method in which the at least one RFID tag of a product comprises at least one control information and / or at least one product information that controls at least one step in the print finishing and / or in the product delivery or distribution.

In a further, particularly preferred embodiment of the present invention, the recipient of a specific additional information now has the possibility to bring his communication means into the effective range of this RFID tag, thereby a

Read / read operation of the memory or second memory area of the RFID tag trigger. The memory of the RFID tag of the present embodiment contains a specific additional information in the form of a good, which is preferably graphically represented in the following case, preferably as text and / or graphics on a display of a communication means in the form of a mobile phone. As an example of such specific additional information, the RFID tag has been provided with information about stock market developments. After the reading or reading process by means of the communication means of the receiver, the stock market information is now displayed on the display of the mobile phone of the receiver. The person skilled in the art recognizes the advantages of such an information source if, in addition to target group-oriented advertising, it is also possible to apply the latest developments of, for example, certain stock exchanges to the RFID tag even after the production of a printed product, for example shortly before shipment to the particular recipient of the printed product ,

Furthermore, in a particularly preferred embodiment, it is possible for a previously specified recipient to receive specific additional information about a product, preferably a printed product with an RFID tag, which is suitable for this purpose

Additional information is transmitted. As with the previous ones

According to embodiments, the recipient of such specific additional information preferably contacts the RFID tag with his mobile phone and initiates a read or read operation from the memory area of the RFID tag into the RFID tag

Mobile phone or communication means. The specific additional information is preferably itself a good, for example in the form of graphical and / or acoustic

Advertising or a voucher for another good or a pre-addressed request to get in touch with an advertiser. In a preferred embodiment, such feedback to the advertisers via a text message (SMS). In the

Consequence, the recipient of such feedback - for example, the

Advertiser / Informant - in turn, a reaction, for example in the form of a delivery a cut in the form of a giveaway or the like to the recipient of the specific additional information.

As a result, this embodiment according to the invention forms a method in which the digital cut comprises an image, text, video, audio or program file, which is read out by the receiver with the communication means and made accessible as image and / or sound information.

In a further inventive embodiment, a method is formed in which the image and / or sound information is made available to the recipient directly by the communication means, or transmitted in electronic form from the communication means to a consumer electronics device and made accessible to him by this.

If an active RFID tag is applied to the product instead of a passive RFID tag, the person skilled in the art will recognize a further enlarged field of application of the present invention. Specific additional information of a printed product provided with such an RFID tag can now itself make contact with a suitable means of communication of the end customer, recipient, point of sale, etc. In a preferred embodiment of the present invention, the recipient of the specific additional information receives it, for example in the form of an acoustic advertising message or melody via his mobile phone. Due to the fact that he has not actively requested the advertising message, the surprise effect and thus the effectiveness of the advertising message increases by a multiple compared to printed advertising messages of the printed product. With the possibility of user-specific additional information on the active RFID tag of the associated product, the effect of this target-group advertising can be increased again, for example if the Advertising message greets the recipient by name. This completes the step towards fully personalized advertising.

The person skilled in the art recognizes that the above-mentioned embodiments can complement one another and / or that one or more embodiments or forms of use of specific additional information can be combined with one another.

BRIEF DESCRIPTION OF THE FIGURES

On the basis of figures, which represent only embodiments, the invention will be explained below. Show it

1 schematically shows a production and distribution process of individualized end products according to a first embodiment of the present invention

Invention;

Fig. 2 schematically shows a production and distribution process of individualized end products according to another embodiment of the present invention, wherein the end products differ from each other and an informant and a user of specific additional information are identical;

3 schematically shows a production and distribution process of individualized end products according to another embodiment of the present invention, wherein an informant and a user of specific additional information are not identical;

FIG. 4 schematically shows a first possible use of specific additional information by a receiver; FIG. 3C

5 is a schematic illustration of another possible use of specific additional information by a receiver;

FIG. 6 shows schematically yet another possibility of using specific additional information by a receiver; FIG. and

Fig. 7 shows schematically yet another possible use of specific additional information by a receiver.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

Figure 1 shows a first embodiment of the present invention. In a production process 10, products 12 are preferably produced by rotation and subsequently conveyed with a conveying means to a product processing 20, for example a drum. The products 12 are also referred to below as printed products, printed products or printed products. Each product preferably already receives, during its production, a RFI D tag 14 which is preferably permanently connected to it and which is provided downstream with information and / or specific additional information in the conveying direction F at a writing station, not shown. In this case, the preferred RFID tag 14 contains a first memory area 16 for receiving information which is required for controlling subsequent processes in product processing and / or for product identification, while a second memory area 18 is used for receiving one or more specific additional information. Below, the use of this specific additional information or specific additional information is mainly of interest.

For better clarity, only one product is shown in FIG. 1 in the product flow in the conveying direction F, which is representative of a series of products which extends at least as far as a distributor 22. As a subsidy is depending on the product For example, a staple conveyor or a ladder conveyor used. Product Processing 20 is representative of collection, gathering, stapling and cutting stations and more.

The person skilled in the art recognizes that it is only through the specific additional information, preferably an address-specific information of the RFID tags on the neutral products 12, that an individualized end product 23, for example a newspaper or a magazine, is produced

The distributor 22 is representative of a suitable distribution device and downstream third parties, for example, newspaper messengers or agents, which deliver the identical individualized end products 23 via different distribution channels Vl, V2, V3 different receivers A, B ₁ C, preferably end customers A, B, C here.

The use of the specific additional information contained on the respective RFID tags by the receivers A, B, C will be discussed in detail below.

Referring now to Figure 2, another embodiment of the present invention will be explained. Here, a user 24, preferably a publishing house, preferably identically identifiable RFID tags 14a with different specific information a, b, c, so that individualized end products 23a, 23b, 23c arise, which in contrast to the explained with reference to Figure 1 embodiment of the present invention are not identical.

In this embodiment, leaves a plurality of identical products 12 ', the manufacturing process in a conveying direction F with an unspecified funding. The products 12 'are also referred to below as printed products, printed products or printed products. Downstream, three workstations 28 are arranged along the conveying means, which represent a plurality of workstations can stand. At these work stations 28, which are preferably made by investors, identical partial products 26 are introduced into the products 12 'serving as main products. It can be seen that the individualization in this embodiment of the present invention is not individualized by the main product 1 2 but by the partial products 26 containing different specific additional information a, b, c. The RFID tags 14a, 14b and 14c are preferably identically constructed RFID tags, which may well be identical to the RFI D tag 14.

As with the embodiment of the present invention explained with reference to FIG. 1, the individualized end products 23a, 23b, 23c tailored specifically to the receivers A, B, C reach the corresponding receivers A via the distributor 22 via defined distribution paths V1, V2, V3. B, C. Preferably, the recipients A, B, C represent a plurality of recipients or end customers of the same target group for specific advertising. As a result, for example, advertising for baby products targeted only families are delivered without recipients who have no babies are bothered with it. In addition to cost advantages and efficiency gains due to the clearly defined target group of recipients, which is considerably smaller as a subset of the total number of persons, this can make a significant contribution to resource conservation.

In the present embodiment of the invention, the sub-products 26 of all receivers A, B ₁ C are formed, for example, as reply cards, which visually do not differ from each other, since they only have the mailing address of the company along with advertising information and an invitation to participate in a competition and / or an advertising promise User 24 - here the publisher 24 - contains. In the present case, the recipient A - in place of other recipients or recipient groups - interacts with the publisher 24 and returns the preferably pre-paid reply card 26 to the publisher 24, for example with little effort and conveniently a trial subscription request further printed matter. A feedback 30 to the publisher 24 takes place in this case by mail. The publisher 24 can read out the specific additional information a stored digitally in the RFID tag 14a, which is formed here by the recipient information with a suitable reading device, and perform further steps of the interaction in a receiver-specific manner. By virtue of the fact that the RFI D tags 14a, 14b, 14c adhering to the reply card 26 have specific additional information a, b, c for the recipients A, B, C and any third parties without the aid of a suitable device for reading the specific additional information a, b, c is not possible, while preserving the sender information (ie the identity of the recipients A, B, C), the anonymity of the sender A can be guaranteed as far as possible.

In a further preferred embodiment of the present invention, which is illustrated in FIG. 3, the sender 24, preferably the publisher 24, is not at the same time the user of the specific additional information or the value of the specific additional information. Since the manufacture of the individualized end products is identical, as in FIG. 2, a detailed description is dispensed with and only the differences from the embodiment of the present invention shown in FIG. 2 will be explained. In this embodiment, the user of the specific additional information a on the RFID tag 14a of the sub-product 26 is an advertising customer 32 of the publishing house 24, which delivers to this the specific additional information to be applied to the RFID tags. The delivery takes place via an entry 35 into a database 36 of the publisher 24, which now has a database entry 39. When producing the partial products 26, this database entry 39 is written into the memory, for example the second memory area 18 of the RFID tag 14a, as specific additional information a. In this case, a is preferably the coded recipient address from the recipient A. Representative of various recipients or recipient groups is shown in Figure 3 for better clarity because of only the receiver A of the individualized end product 23a with the specific additional information a. This receiver A uses the preferably again designed as a response card sub-product 26 for interaction with the advertisers 32 via the feedback 30, for example by mail. The advertiser 32 has a reader for reading the specific additional information a contained in the reply card 26. Since this specific additional information a is not directly usable for him in the present form due to the coding, he sends it in the form of a request 34 to the database 36. In the database 36, the received request 35 with the coded specific additional information a to the recipient A, a changed database entry 39a containing the notice that the receiver A has entered into interaction with the advertising customer 32 and the advertising customer 32 a corresponding recipient information 38, which is preferably formed by an uncoded postal address of the recipient A, transmitted to its further use ,

In contrast to the embodiment just explained, a feedback message 30 'in a preferred embodiment of the present invention is not made directly to the advertisers 32 but in turn to the publisher 26, which reads the specific additional information a from the RFID tag 14a and feeds it to the database 36 itself, whereupon the database 36 delivers the recipient information 38 to the user / advertiser 32. In this embodiment, the amount of work for the advertisers 32 is even lower because he receives on his behalf by means of entry 35 equal to him directly usable receiver information 38, which is an added value for the advertisers 32.

Hereinafter, with reference to FIGS. 4 to 7, possible interactions between recipients and users of specific additional information will be explained according to various embodiments of the present invention. In FIG. 4, the illustration of the production and distribution process of an individualized end product 23, 23a has been dispensed with for the sake of better clarity. For information, please refer to the previous description. In the present case, the receiver A, which preferably represents a plurality of recipients, interacts with the advertising customer 32 again about the product 12, 26, which contains the specific additional information contained in the second memory area 18 of the RFID tag 14, 14a is provided. The advertising customer 32 provides the interacting recipient A with a cut 42 in the form of a real giveaway 42, which is preferably again accompanied by addressee-specific advertising. In a further embodiment of the present invention, the user 32 is, for example, a kiosk, which is a partner company of a higher-level advertising customer. With such a constellation, for example, a delivery of giveaways in the form of ice cream 42 to the receiver A through the kiosk 32 for obvious reasons in the first place possible. In order to prevent multiple deliveries of goods 42 to the same recipient, the memory of the RFID tag 14, 14a is preferably destroyed or canceled with the specific additional information a when purchasing the goods.

Figure 5 illustrates another preferred embodiment of the present invention. The receiver A was in turn delivered an end product 23, 23a with specific additional information. In contrast to the preceding embodiments, the receiver A, which in turn preferably represents a plurality of recipients, does not have to interact with the advertising customer or user 32 in order to enjoy a good 42, since the specific additional information on the RFID - Day 14, 14a itself is the actual Good 42 - a digital Good 42 - for example in the form of a ringtone 42 for a mobile phone 44 of the receiver A is. In order to redeem the item 42, the recipient A merely has to bring his mobile telephone 44 into the effective range of the RFID tag 14, 14a, whereupon the item 42 is preferably automatically read from the RFID tag 14, 14a by the mobile telephone 44 by reading 46. FIG. 6 shows a further preferred embodiment of the present invention, in which the material 42 is again present as a digital cut 42 in the memory of the RFI D tag 14, 14a of the end product 23, 23a delivered to the receiver A. In contrast to the previously explained embodiment, the digital asset 42 is not acoustic in nature, but by a communication means, preferably again the mobile phone 44 of the receiver, graphically displayed. As an example of such a good 42 most recent stock market information 42 may be mentioned, which the recipient A, preferably as a special subscriber, can read as added value to his daily newspaper with his mobile phone. The specific additional information thus contains text that can be displayed on a display of the mobile telephone 44 and / or one or more graphics, which moreover can be combined with acoustic information or sound sequences. With regard to the reading process 46 and the type of the receiver A, reference is made to the previously explained embodiment.

A further preferred embodiment of the invention is illustrated with reference to FIG. 7, where the receiver A of specific additional information a, 42 is in turn preferably representative of a large number of recipients. The recipient A has decided to use the specific additional information a, 42 sent to him for interaction with a user 32. In order to allow it a fast and timely feedback, the digital Good 42 is preferably a pre-addressed short message (SMS) on his mobile phone 44. The reading process 46 of the specific additional information takes place as mentioned above and the receiver A can a feedback 30 "preferably only read out by the command "send" the mobile phone 44, which is extremely convenient for him. In addition, if the feedback 30 "of the advertiser 32 is toll free, then the probability of interaction also greatly increases. With respect to the reading process 46 and the type of the recipient A, it is again explained in advance

Referenced embodiment. The user 32 interacts in the present example on the Feedback 30 "by the recipient A another Cut 42, this time preferably in the form of a Realie 42 delivers.

List of reference numbers

Manufacturing process 10

Product 1 2, 1 2 '

RFI D tag 14, 14a, 14b, 14c first memory area 16 second memory area 18th

Conveying direction F

Product processing 20

Distributor 22

Distribution path Vl, V2, V3

Receiver A ₁ B ₁ C individualized end product 23, 23a, 23b, 23c

Informant, Publisher 24

Subproduct 26 specific additional information a, b, c

Workstation 28, 28 ', 28 "

Feedback 30, 30 ', 30 "

Users, Advertisers 32

Inquiry 34

Entry 35

Database 36

Receiver information 38

Database entry, modified database entry 39, 39 '

Reaction, delivery 40

Cut 42

Communication means 44

Reading process 46

Claims

claims

1 method for interaction between a user (32, 24) and at least one recipient (A, B, C), characterized in that a printed product (12, 23, 23a, 23b, 23c, 26) the at least one RFID tag ( 14, 14a, 14b, 14c) in which at least one specific additional information (a, b, c, 42) is stored in electronic form, which is delivered to the receiver (A, B, C).

2. Method according to claim 1, characterized in that the at least one specific additional information (a, b, c) comprises a receiver identification in digital form and the receiver (A, B, C) after receipt of the printed product (12,

23, 23a, 23b, 23c, 26) gives a feedback to the user (24, 32), which is assigned by means of the digital receiver identification in a further step by the user (24, 32) the respective receiver (A, B, C) and trigger a response at the user (32).

A method according to claim 1 or 2, characterized in that the receiver

(A, B, C) after the delivery of the RFI D-tag (14, 14a, 14b, 14c) comprising print product (12, 23, 23a, 23b, 23c, 26) the at least one specific additional information (a, b, c ) in a read operation with a communication means or the RFID tag (14, 14a, 14b, 14c) describes.

4. Method according to claim 3, characterized in that the at least one specific additional information item (a, b, c) comprises at least one digital item (42) and / or at least one digital coupon. A method according to claim 4, characterized in that the digital asset (42) comprises an image, text, video, audio or program file, which is read by the receiver (A, B, C) with the communication means and as image and / or sound information is made available.

A method according to claim 5, characterized in that the image and / or

Sound information (42) is made available to the receiver (A, B, C) directly by the communication means, or that it is transmitted in electronic form from the communication means to a consumer electronics device and made accessible by the latter.

A method according to claim 4, characterized in that the digital coupon entitles the recipient to receive a good (42), the receiver (A, B, C) displaying the good (42) in digital form over a network, in digital form or as a Reality (42) at an issuing office on presentation of the digital coupon relates or receives discounted price, or as realty (42) delivered after feedback of the coupon to the user (32).

A method according to claim 7, characterized in that the digital coupon is canceled or destroyed after a single use of the issuing office by modifying the digital voucher in the RFI D-tag (14, 14a, 14b, 14c).

Method according to Claim 7, characterized in that the digital coupon can be assigned to the individual printed product (12, 23, 23a, 23b, 23c, 26)

Identification, which allows the issuing authority to obtain subscription rights by querying a higher-level tax system determine the eligibility to pay in the higher-level tax system after a single purchase.

Method according to one of claims 2 to 10, characterized in that the receiver identification is generated prior to storage in the RFI D tag (14, 14a, 14b, 14c) based on a receiver profile stored in a database (36) and is uniquely assignable to the receiver profile ,

Method according to claim 10, characterized in that the feedback of a specific receiver (A, B, C) to the user (32) by means of the receiver identification is assigned to the receiver profile of this receiver (A, B, C) in a receiver database (36) and in Recipient profile is saved.

Method according to Claim 10 or 11, characterized in that the user (32) is a publisher (24) or an advertising customer (32) of a publisher (24) and the feedback (30, 30 ', 30 ") of a specific recipient (32). A, B, C) is assigned by means of the recipient identification to a recipient profile in the database (36) and stored in the recipient profile.

Method according to claim 1 2, characterized in that the advertising customer (32) transmits the recipient identification after receipt in a request (34) to the database (36) and receives from the database (36) recipient information (38) which allows it to interact with the relevant recipient (A, B, C). A method according to claim 13, characterized in that the interaction in a reaction (40) is selected from the following group: delivery (40) of a digital good (42) or a real (42) to the receiver (A, B, C) Inclusion of the addressee (A, B, C) as a participant in a raffle, entitlement to a discount or special discount on the acquisition of certain other goods or realities, granting a free entry to an event or the crediting of bonus points.

Method according to one of claims 3 to 14, characterized in that the communication means comprises a transmitting and receiving unit which is capable of communicating according to at least one of the following protocols:

Mobile Protocols, Bluetooth, ISO / IEC 14443, ISO / IEC15693 or NFC specifications.

Method according to one of the preceding claims, characterized in that the RFID tag (14, 14a, 14b, 14c) is capable of communicating according to at least one of the following protocols: mobile radio protocols, Bluetooth, ISO / IEC

14443, ISO / IEC15693 or NFC specifications.

Method according to one of claims 1 to 16, characterized in that the RFID tag (14, 14a, 14b, 14c) is described during the print finishing, preferably immediately before the packaging or the delivery, with the at least one specific additional information.

Method according to one of the preceding claims, characterized in that the printed product (12, 23, 23a, 23b, 23c, 26) is a multipart printed product (12, 23, 23a, 23b, 23c, 26) comprising at least one main product (12) and one or more partial products (26), wherein at least one of the main and / or partial products, in particular insert sheets, postcards, and / or advertising pattern with the at least one RFID tag (14, 14a, 14b, 14c) is provided.

A method according to claim 18, characterized in that the multi-part printed product (12, 23, 23a, 23b, 23c, 26) is a printed product (12, 23, 23a, 23b, 23c, 26) individually assembled for a recipient, and the specific one Additional information in the RFID tag (14, 14a, 14b, 14c) is a receiver-specific additional information (a, b, c).

A method according to claim 2, characterized in that on a title page of the printed products (12, 23, 23a, 23b, 23c, 26) at least one RFID tag (14, 14a, 14b, 14c) is arranged with a product identification.

Method according to Claim 20, characterized in that the user (32) is a publisher (32) and the recipient (A, B, C) is a point of sale which can be used to prove unsold printed products (12, 23, 23a, 23b, 23c, 26) returns the printed products (12, 23, 23a, 23b, 23c, 26) or title pages separated therefrom with the RFI D tags (14, 14a, 14b, 14c) to the user (32), indicating the recipient identification ( 38) of the RFID tags (14, 14a, 14b, 14c) allows the user (32) to assign the return ends to the receiver (A, B ₁ C).

Method according to one of the preceding claims, characterized in that at least one RFID tag (14, 14a, 14b, 14c) of a product (12, 23, 23a, 23b, 23c, 26) comprises at least one control information and / or at least one product information that controls at least one step in the print finishing (20) and / or in the product delivery (Vl, V2, V3).

Printed product (12, 23, 23a, 23b, 23c, 26) comprising at least one RFID tag

(14, 14a, 14b, 14c), characterized in that the at least one RFID tag (14, 14a, 14b, 14c) is capable of communicating according to at least one of the following protocols: mobile radio protocols, Bluetooth, RFID (standards) and at least includes specific additional information in digital form.

System for carrying out a method according to claims 1 to 22.