Though magazines have had the ability to publish customized editions for some time, the technology is evolving, allowing for less expensive production of individualized copies with, importantly, accountability measures to track results, always a key for advertisers.
300,000 subscribers to Popular Mechanics received customized content with their November issues; the magazine was bundled with an outsert from Hewlett-Packard that featured the recipient’s name and a scene of their hometown. A 16-page insert in the magazine informed the reader of specific locations for HP products. The promotion also contained URLs directing subscribers to an online contest, providing some indication (and measurement) of interest in the ads; 3% entered the contest, but 85% of the contestants clicked on QR codes in the insert that linked to more information on HP printers.
http://www.adweek.com/news/press/can-personalized-ads-save-magazines-137134
