theme [priv] [Disclaimer: I was involved with the Reason article. --Declan] http://www.nytimes.com/2004/04/05/business/05reason.html Putting 40,000 Readers, One by One, on a Cover DAVID CARR Published: April 5, 2004 When the 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. Nick Gillespie, editor in chief of Reason, said the magazine, with an editorial mission of "Free Minds, Free Markets,'' used the stunt to illustrate the cover article about the power and importance of databases. "Our story is man bites dog," Mr. Gillespie said. "Everybody, including our magazine, has been harping on the erosion of privacy and the fears of a database nation. It is a totally legit fear. But they make our lives unbelievably easier as well, in terms of commercial transactions, credit, you name it." 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. [...] ----- End forwarded message ----- _______________________________________________ Politech mailing list Archived at http://www.politechbot.com/ Moderated by Declan McCullagh (http://www.mccullagh.org/)