As the demand and limits of variable data publishing (VDP) continue to advance, more questions arise. Most of you understand the concept of VDP, but some of you may be wondering about the following…

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Do you get your favorite magazines at the news stand or delivered to your door?

I know I browse through magazines at the stand, but 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?’.

The technology is there (if your vendor is unable to do this, talk to us), waiting for a publisher to take CRM and Variable Data Publishing up one more level.

If this resounds with you, let me know via twitter: @RyanLou