Reader’s Digest (0171 629 8144) is to introduce a personalised advertising facility with its September 1997 issue - one of the first publishers in Europe to do so. The service utilises selective inserting and inkjet personalisation, enabling ads on the polywrap cover to feature a message and logo plus the name of each selected recipient’s nearest dealer/stockist. Another option is to have a personalised message printed on the first page of the magazine or on an insert. Nick Handley, ad sales director, says there will be a maximum of three personalised ads in each issue. He plans to target automotive, retail and financial advertisers - sectors that 'we don’t carry at the moment'.
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