- The difference in logistical complexity between producing a customized monthly and a similarly personalized newspaper certainly is enormous, says Douglas Karr, database marketing manager at The Indianapolis Star. But, he adds, the industry will have to embrace some level of personalization if it wants to meet consumer expectations.
"We're still trying to please everybody with one product," Karr says. "I think the day is coming when we'll have to please everybody with their own product."
[via John Burke]