Before and after

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.
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...