The Wall Street Journal has an article about how Unisys will try and reach a very select prospect. Around 20 high-ranking executives at corporations such as Subaru of America, DHL, Citigroup and Northwest Airlines will find his or her own face gracing the cover of Fortune Magazine. Unisys is sending the magazines to get the attention of executives -- mostly chief information officers -- responsible for making buying decisions about their companies' technology products and services. The campaign includes personalized web addresses, online ads, outdoor billboards and even ads in the elevators of the buildings where these companies are located.

Unisys once relied mainly on magazine advertising, but it left people with a "vanilla" impression of the company, says Ellyn Raftery, its vice president and general manager of world-wide marketing and communications. While Unisys bought print ads in Fortune as part of the deal to secure the mock covers, the company now places more emphasis on ads that "intercept" its target executives at "a place and time when they are most receptive," she says.