The urgency of the problem is caused by the importance of the efficient use of information resources of libraries in the conditions of emerging information-communication environment and the presence of a large number of texts that include verbal and nonverbal components, composition of heterogeneous semiotic structures. There is substantiated the possibility of transferring different methods of measuring productivity of reading the verbal texts to the research of texts of a new nature. There are analyzed the hardware methods for measuring productivity of reading, basing on the registration of oculogram, myograms in a historical context. There is made conclusion on prospects of future application of eyetrackers for studying the efficiency of reading the texts of new nature. It is noted presence of different terms for this type of texts: creolized, polycode, videoverbal, visual-verbal, lingvovisual, semiotically complicated text. Their real existence in the information-library and educational environment requires the solution of quality-oriented and qualimetric tasks. As an example, there is given the Competition “Immersing in the Creativity of A.S. Pushkin”, organized by the Association of school librarians of the Russian world, where the materials are presented by the creolized texts. There are defined the perspectives for research of productivity of reading for increasing the efficiency of various intellectual and information activities of people in the interests of the future of libraries.