Hyper-targeting is a game-changer.

Introducing the magazine for the totally selfish.

Ever been reading a magazine and wish you didn’t have to skip through all the crap? You know, the articles that no one with a pulse reads. Mine Magazine, a collabo between Time Inc. and Lexus tailors all the articles in the publication directly to you. Essentially allowing readers to focus in on what they care about and tune out the rest.

Choose 5 of your favorite magazines, answer a few behavioral insight questions, enter your mailing address and you’re done. In 2-4 weeks your custom made magazine will show up on your doorstep piping hot and ready to be read instead of skimmed.

I received my Mine this week. The Lexus ads using variable-data printing are compelling almost to the point of being creepy. But I love that.

Hyper-targeting individual consumers could be a game changer. It’s clearly a more cost-effective way to know exactly who’s listening to your message.

Big ups to p+n intern Dan Taylor from RIT for digging this one up. He rocks.

UPDATED: In response to Scott’s comment, I thought it was only fair that I share one of the other variable-data ads in the same issue of Mine. See below.