Do you get your favorite magazines at the news stand or delivered to your door?
I know I browse through magazines at the stand, and in many of them I have the option of signing up with the publication for a year (often at a lower price).
Now, since you’re already collecting information about me, how about finding out my preferences and personalize some of the magazine, catalog or publication to me.
This can be as simple as printing my name on the cover (and not just on the mailing sticker), having a centerfold personalized to me, even publishing ads that apply to me… an insurance ad that says ‘is the Lou household sufficiently covered?’.
Costs?
Have your printer print digital rather than offset. Advertisers that opt for personalized print ads get more value for money, subscribers become more connected to the magazine.
Technology?
The technology already exists (if your vendor is unable to create a fully variable catalog/publication talk to us!), just waiting for a publisher to take CRM and Variable Data Publishing up the next level.
If this resonates with you, let me know via twitter: @RyanLou
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Related articles from marketing blogs:
How online communities have come of age… for catalogers
Strategy for catalogers: It’s all about Co-Mailing
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