Declan McCullagh

Have you seen the June 2004 issue of Reason, which calls itself the magazine of “free minds and free markets”? Hailed as a pioneering venture into the future of mass customized magazines, this issue used database segmentation and printing technology to create custom covers for most subscribers. Each cover featured an aerial photo of the subscriber’s neighborhood, with a red circle around his or her particular home. The inside front cover offered Editor in Chief Nick Gillespie’s editorial, personalized with facts related to the subscriber’s location, such as commute time, percentage of neighbors with college degrees, etc. Even the back and inside back covers

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