I really liked Wallpaper Magazines test with different front pages last year. I am not sure what they got out of it, more readers perhaps? But is was a cool feature…

Now they are doing it again. This time with an Rolex ad. And again: Very cool feature, but what are they getting in return? Could be interesting to hear their thoughts about what they wanted to achieve…

Maybe this is testing towards a fully personalised magazine? Where users in the future can choose not only the cover of the magazine, but the stories inside?

Makes me think a little about Zite…

Full story.