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


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...