Comments on: Hyper-targeting is a game-changer.

By: Paul Stonier

Paul Stonier — Sat, 25 Jul 2009 05:54:05 +0000

That’s really freaking cool and a genius use of variable printing. Not to mention, you can’t go wrong with FontBureau’s Nobel.

By: Erin

Erin — Fri, 08 May 2009 17:21:46 +0000

iGoogle has been doing this for me for years. My home page has the top stories from NYT, Wired, D&C, NewYorker, etc. I can pick which I want to read, and bill the time to . . .

By: courtney

courtney — Thu, 07 May 2009 21:28:36 +0000

I’ve always loved MadLibs. Very cool, Chatfield.

By: lisa

lisa — Thu, 07 May 2009 14:55:15 +0000

This kind of stuff concerns me. I know it’s a cool technique, but it encourages people to be narrow-minded. Read only things you already know something about or agree with. Can’t be good for our society as a whole.

By: Scott M. Kennedy

Scott M. Kennedy — Thu, 07 May 2009 13:33:55 +0000

Okay, the new one is working for me. That’s pretty cool.

By: Scott

Scott — Thu, 07 May 2009 12:55:28 +0000

My biggest complaint is the terrible creative used to support this endeavor. “Now with more Michael Chatfield”? I get it, variable printing. But considering you now have access to all this behavioral data this is what Lexus comes up with? Slap your name on the end of the headline. It actually seems impersonal to me.

Use sports interests to sell the cabin space.
Use music interests to sell the stereo.
Use the creamy ride to sell… I don’t know, your love of cream.

Regardless, an interesting idea.

By: Ryan Haigh

Ryan Haigh — Thu, 07 May 2009 12:55:00 +0000

I think Andrea makes a great point, but at the same time when you argue that “print is dying” this just seems to be one strong effort against that fight. Do magazines stay the same or evolve with trends? I say they absolutely need to evolve and create other solutions in order to keep periodicals alive. Utilizing technological advances such as the variable-data printing and a customizable template may be what it takes (Esquire can cool it with the E-Ink printing however).

By: Lorraine

Lorraine — Thu, 07 May 2009 12:52:02 +0000

I don’t know about you, but I don’t subscribe to magazines that I’m not interested in. This sound like it cuts out all the filler and I get all my interests in one pub. Cool.

By: Ian

Ian — Thu, 07 May 2009 12:36:48 +0000

I gotta agree with Andrea on this one.
However, I feel that as advertisers we read ALOT of magazines. Mine Magazine would just be an addition to the mass amount of reading we already do.

maybe.

Ian

By: Andrea Zuegel

Andrea Zuegel — Thu, 07 May 2009 12:02:53 +0000

This is very cool, yet I find myself wondering if we, as readers/consumers/marketers, will unintentionally limit ourselves. How often have you stumbled upon something you weren’t looking for, that turned out to have real appeal to you? Not opposed… just wondering.
Andrea