PERSONALIZE IT

摘要

"Have it your way," burger king promised 32 years ago, pushing Whoppers and heralding the era of consumer products tailored to personal tastes. Today, Lands' End lets you create a virtual model to your measurements and cuts clothes to fit. Adidas offers shoes customized to your feet. The British bank Abbey will emblazon your doodles on a debit card. For all this, personalization remains the exception in hard goods. But it has become the rule online. Amazon.com uses your purchase and pageview histories to create a unique Web page that includes recommendations tuned to your taste. Netflix looks at past DVD rentals and suggests future choices. Apple's iTunes and Google Video are prodding radio and television out of the broadcast era and into the dawning age of individualized media.