Communications and Media

Its an all too familiar scene seeing the beefy bouncers manning the entrance of nightclubs. The history of guarding nightclubs is long and perhaps no documented record of when it began exists, but its necessity has long been recognized. While some may fear the looks of those beefy creatures guarding the doors of nightclubs, few would argue their importance for the nightclubs. Security and maintaining order may be their priorities, but even more important is their duty to filter people. Perhaps few, if any, instances of filtering on the basis of race, gender, socioeconomic class exist.  If not so, then whom do they really filter

Even as the bouncers keep a sharp eye on troublemakers, they keep an even sharper focus on minors-those below 20 years of age. Strict scrutiny of youngsters is necessary because it is unlawful to allow minors to get access into bars where age restricted activities take place such as alcohol, and tobacco serving.  The stakes for lax attitude may cost the bar dearly. Penalties on allowing underage customers and providing unlawful services range from exorbitant fines, suspension of permit on specific products such as liquor. In the worst case, the license of the business may be revoked and business closed. While bar owners may go to courts, the high court fees and subsequent legal imbroglio may be enough to alert any sane bar owner to implement strict surveillance to filter out minors.

In an age where youth is exposed to excessive media crime, violence and obscenity, it is a natural outcome to expect those same youngsters to try whatever they can to enjoy the freedom. This unparalleled freedom afforded to teens, the myriad forces of vices in their surrounding and the natural urge of their age to try out something different drives the minors to attempt and avail adult services. And with advances in fashion and the ease with which minors can disguise their looks to appear a little older makes it too easy for them to deceive the bouncers. Add to this the advances in available technology that gives even the novices the ability to create fake identity card, the situation becomes complex and much difficult for the bouncers to handle.

So, is there any solution available then We may have a reason to alleviate our fears in this regard, since there is a solution that is much better and convenient than the conventional ways of scrutiny. The solution lies in the use of electronic age verification technology. The technology is simple, yet offers the most convenient and foolproof way of ensuring those unwanted minors doesnt sneak into the bars.
The technology uses ID scanners which authenticate a customers identification. The scanner validates data embedded into the magnetic strips or barcode inside the ID card. This is much similar to the technology used in authenticating driving licenses, where security officers scan the driving license and get information of the license number, validity and date of birth of the driver.  With the same technology in place, bar owners can easily ascertain the age of their customers and be safe from the menace of unknowingly allowing a minor to get into their bar.

The variety of ID scanners available today adds to the convenience. The style of scanning ranges from wands and CCD scanner to laser scanning. The most common technology used in IDs are barcode and magnetic strips. While serving similar purposes, the technologies slightly differ in their technicalities. Barcodes consist of series of parallel lines with spaces, and the identification is done through the patterns created. Magnetic stripe consists of a magnetic strip that stores data. While barcode offer speed and production, magnetic strips offer standardization.

For nightclubs, the recommended ID scanner is the portable handheld scanner that can read magnetic strips and barcodes. With a large front screen, the portable scanner displays the relevant information on the screen. Usually the ID scanners come bundled with their own specific application software.  For bar owners, age verification software could verify the name, date of birth, ID expiration and other relevant information, making it virtually impossible to cheat the system.

Age verification systems come up with a variety of features, making its use even more relevant. A good feature is its anti-pass back feature that prevents the ID cards reuse by any person other than the cards owner. So the owner cannot pass the ID card to his friend who may use it to enter the club. Latest technology also makes it very difficult to fake the ID cards. With incidences of counterfeit magnetic strips and barcodes that could momentarily be used to deceive the system, latest technology has made it impossible to do so. Cross-checking of data on the scanner with the actual printed ID data makes it improbable that unwanted people could ever enter with the system in place.

The uses of such a system are not limited to preventing minors from entering bar clubs. It extends to providing bar customers with convenience and added value. The ID cards could be used as an alternative to cash, making financial management easier for the bar owners. For customers, it adds to the convenience of buying at bars.

But perhaps what would prove as the greatest marketing tool for bar owners is the use of these smart cards to monitor loyalty programs. This added feature gives bar owner an insight of their customers likes, what they buy, how often they buy and so on. So bar owners can determine what their customers revenue making activities customers mostly do in the bar, and all of this recorded automatically. Bar owner can then tailor their promotional program such as discounts based on this data.

While some bar owners may dread the use of technology and distance themselves from a scanner verification system, their fears would surely alleviate once they reap the benefits of such a system. Its just a matter of time before a bar with no such card system would look so antediluvian.

Audience analysis
Wired is an American monthly magazine and online periodical that reports on technology, culture and politics.  The magazine is published in San Francisco, California and has an estimated readership of over 500,000.

A typical reader of wired magazine is a technology loving young person who is an early adopter of new technologies.  Hence, most wired magazine readers are highly educated and usually have a better know-how of technologies than the average population. The typical reader has an above average income and can afford to be an early adopter for some technologies.

Wired magazine has an interesting style of writing that is modern in its approach and uses a techie jargon at times. The magazine also offers in depth analysis on certain issues, taking an expository writing approach.