Update on MINE magazine
A couple months ago I wrote about MINE magazine (see blog entry here) and its unique approach for repurposing content, packaging it with an advertiser's message, and re-distributing it to readers. MINE recently won two awards at the Cannes Lions International Advertising Festival.
I've received about half of my 10 issues of MINE magazine in the mail now, and I have to say I'm pretty impressed. It's an interesting mix of content. When I was first signing up for it, I thought the variety of content from such a wide range of magzines seemed random. But it's really not that different from a mix of different types of music on an iPod.
The other thing about MINE that's impressed me is the advertising. Each of the four Lexus ads that appear in the magazine are personalized, using the information I provided at registration. Some of these ads include my name, my city of residence, or a couple of the interests I specified on the reg form. It feels a little strange to see this kind of personalization in print -- we're used to seeing web ads with this level of personalization, but print ads usually don't go to this level. But it's done tastefully -- and I feel like it's boosted my impression of Lexus as a brand that's interested in my needs.
If a printed magazine (long perceived as being slow or unable to keep up with online campaigns' personalization and targeting) is getting this customized, what's your excuse for implementing more customization in your online campaigns?
I've received about half of my 10 issues of MINE magazine in the mail now, and I have to say I'm pretty impressed. It's an interesting mix of content. When I was first signing up for it, I thought the variety of content from such a wide range of magzines seemed random. But it's really not that different from a mix of different types of music on an iPod.
The other thing about MINE that's impressed me is the advertising. Each of the four Lexus ads that appear in the magazine are personalized, using the information I provided at registration. Some of these ads include my name, my city of residence, or a couple of the interests I specified on the reg form. It feels a little strange to see this kind of personalization in print -- we're used to seeing web ads with this level of personalization, but print ads usually don't go to this level. But it's done tastefully -- and I feel like it's boosted my impression of Lexus as a brand that's interested in my needs.
If a printed magazine (long perceived as being slow or unable to keep up with online campaigns' personalization and targeting) is getting this customized, what's your excuse for implementing more customization in your online campaigns?
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