1) Magazine publishers are trying to create a sense that their publications are geared to their readers’ individual needs. (Another big publisher, Hachette Flipacchi Media U.S., has just introduced a magazine called For Me.) In a recent article in The New York Times, Eric Heuvel, media director of advertising firm Citigate, summed up the trend as follows: “I think a lot of what you are seeing is the influence of the Internet.” Naming publications “for you,” Mr. Heuvel explains, “is a way of trying to connect with consumers.”

How well does your publication create this sense of personal connection?

2) The best publications are designed to meet the needs of their target readers. In studying the market, Time Inc. realized that a segment of consumers were underserved: Women from Middle America who shop in discount stores and who seek practical, down-to-earth information. All You will not feature supermodels or clothes from Bloomingdale’s; the magazine intends to reflect its real-life readers. Even the price is approachable: $1.47.

Does your publication reflect the needs of your readers? Can employees see themselves in your publication?

3) Distribution matters. Time Inc. decided to distribute in Wal-Mart because that’s where the shoppers are: 138 million people visit one of Wal-Mart’s 3,084 outlets each week. Time Inc. not only saves money launching its new publication through the store, it also creates a sense of exclusivity: You simply can’t buy All You anywhere else.

Is your publication being distributed where your employees spend their time?

Hope this gives you food for thought. Enjoy your Thanksgiving feast!