I’m seeing more and more recognition that magazines are the medium where readers indulge their passion for a subject. Now advertisers are trying to tap into those feelings of ‘engagement’ by customizing their magazine ads by magazine.

Link: WSJ.com – Speaking Up Through Bespoke Ads by Brian Steinberg (paid subscription)

Readers pore through magazines "cover to cover" and can rattle off details about a letter from the editor months after it appears, says Laura Ballou, a partner at Omnicom Group’s TracyLocke, which crafted the Grand Marnier ads. "We’d rather engage them on that level," she says….

Thanks to AAF Smart Brief for a heads up on this article