Remember the advertising/print experiment mine. magazine? Mine. was six issues of personalized articles aggregated from some of Time’s better known magazines such as Sports Illustrated and Money. The car maker Lexus used the magazine as an exclusive outlet to promote their RX SUV. Although I was critical of the personalization (VDP) in the Lexus advertisements, Val DiGiancinto recently reported to WhatTheyThink (membership required) positive metrics for the trial run. Val’s company, The Ace Group, was responsible for printing the six issues.
Positive Results:
- Readership levels 3X higher than the average magazine.
- 16% lift rate of vehicle awareness as measured by click-through responses.
Bottom Line:
Personal is always better than broadcast mediums (others agree).
