50,000 subscribers of Elle magazine are receiving a personal message this month from Kim Kardashian.
The technology comes from printer Quad/Graphics, which announced the production of ELLE’s first-ever personalized cover for select subscribers using Quad’s data-driven technology. 50,000 covers feature a “handwritten” note addressed to the subscriber, from the April cover star Kim Kardashian West.
“While this campaign was focused on engagement and the reader-experience, the future potential of digital technology is compelling as it provides both publishers and marketers the ability to leverage their data to create personalized messages, images and offers in print advertising,” said Brian Hickey, Senior Vice President of Sales. “Quad’s capabilities create the opportunity for brand marketers to partner with publishers by leveraging their data into dynamic, highly personalized ad pages within magazines.”
ELLE is published by Hearst Magazines in the U.S.
Quad’s digital platform allows publishers and their advertisers to develop data-driven custom content for target audiences. 68 percent of total U.S. adults are more likely to respond to personalization when offers are related to things they are interested in. Cover customization was accomplished on a high-speed digital printing press, capable of personalizing every cover with subscriber-specific messaging. Quad’s national platform of sheetfed and web digital presses accommodates variable personalization on a wide variety of print media at scale.
