It looks like that 2008 is going to be the year that personalisation really takes off. The picture on the left is the cover of a magazine sent to me by a software reseller and the cover has my name printed on to the front as one of the lead stories. It is very eye catching and has a real “wow” factor the first time you see it. I have seen examples of this sort of thing over the past year when companies have approached me to use the services in a targeted ad campaign but this is the first time that I think I have been targeted by a campaign myself. Advances in digital printing technology are going to make this sort of thing more and more economical for businesses of all sizes and so is soon going to become common place. Of course once that happens it will quickly lose its impact and its appeal and become, I predict, intrusive. So, I guess, you should try and enjoy it while you can.