Get ready for the rise of mass-customized “B2Me” magazines. Once a pipe dream, the concept of magazines that are tailored to each reader is now a reality.
Consider, for example, ZEB magazine of Belgium, which has a print run of 150,000 copies that are so customized and personalized that no two copies are alike. Or American Printer magazine, a “B2Me” magazine claiming to replace “old-style advertisements with data-driven, individualized Messaging Positions.
”Several recent developments have made it feasible and potentially profitable for publishers to provide far more customization of their printed magazines than in the recent past. There’s real opportunity here, but also new challenges for traditional magazine publishers.