Direct Line Blog

Before and after

Share this article:
Interesting article in the New York Times, which follows up on a story our Lauren Bell broke last month about a personalized magazine initiative from Time Inc., American Express Publishing and Lexus.

Though both Time and Lexus hedge their words when asked by the Times for any plans to continue the initiative, the strong results for the custom print bode well for a potential new business model for publishers. Allowing readers to receive a magazine that contains pages that are all relevant to their interests can only increase engagement with that publication — and the targeted ads served within it.

It may be difficult for daily news outlets to keep up with the Internet, but those publishers are among those betting that consumers want to read longer, more in-depth reporting in print. The Time/AmEx/Lexus initiative is a good move in that direction.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.

Blogs (from Brands) That Rock

Blogs (from Brands) That Rock

Uber, GE, and HomeGoods are just a few of the brands that are using blogs to ignite social buzz, build a culture—and hopefully rev up sales.