Putting 40,000 Readers, One by One, on a Cover
: "Wthe 40,000 subscribers to Reason, the monthly libertarian magazine, receive a copy of the June issue, they will see on the cover a satellite photo of a neighborhood - their own neighborhood. And their house will be graphically circled.
On one level, the project, sort of the ultimate in customized publishing, is unsurprising: of course a magazine knows where its subscribers live. But it is still a remarkable demonstration of the growing number of ways databases can be harnessed. Apart from the cover image, several advertisements are customized to reflect the recipient's particulars. ..
Rodger Cosgrove, president of Entremedia, a direct marketing firm and a member of Reason's board, assisted in coming up with a program that allows the subscriber list to be integrated with satellite photographs. He also worked with Xeikon, the manufacturer of the printer that made the endless customization possible. ..
In his editor's note describing the magazine's database package, Mr. Gillispie left open three spots - commuting time, educational attainment and percentage of children living with grandparents - so he could adapt his message to individual readers. .." 11:41:35 AM