Are Fully Personalized Magazines in Our Future? It’s Complicated.
With its flexibility and its ability to produce small batches, digital printing is transforming book publishing, direct mail, product packaging, and even the garment industry. But it has hardly laid a finger on magazine publishing.
The technology enables publishers who have sufficient content and subscriber data to create “a unique magazine for every reader,” fellow pundit BoSacks noted recently in his newsletter.
But is there a future in which publishers will use data-driven printing to “change every ad and every piece of content for every reader,” he asked his readers. Or, more realistically, is there profitable potential in customizing certain ad and/or editorial pages?
Here’s my answer to my friend Bo: Yes, no, and sort of. Let me explain.