Kevin and I were out on a little scavenger hunt today, looking in a magazine related to running (Runner’s World) to see how much stuff in it was actually valuable and relevant content related to running vs how much was self serving, irrelevant advertising.
The results were not too surprising: most of the content was irrelevant advertising, and obviously being a mass channel, the magazine doesn’t really even have the capacity to be “custom” in any way.
In any event, I was intrigued by this particular shelf in B Dalton (yes, apparently they’re still in business). Notice it says gift ideas? Well, if you look closely (you may have to open it in Flickr), the entire shelf is about getting better at stuff. Cooking, Fitness, Design. In fact, it says the word “Textbooks” above the shelf.
We weren’t exactly sure if the sign was in the right place or not, but we found it fascinating that the bookstore perceived the content on the shelves as the perfect gifts for another person. Wouldn’t those gifts be so much better if they were bespoke or tailored to the person you gave ‘em to?
experience, marketing, publication, content, customization, personalization, books
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