The people behind Matter view the service as a type of magazine, delivering interesting content (not crap) to interested households.
According to Matter's own marketing,
Matter is a box full of FREE things you might like… to keep
Matter is a new way for companies to talk to you by giving you real, physical things you might like to keep, use or give to your friends.
Matter is a box full of nice things delivered to you on a Saturday morning. Inside the box is a selection of items from different companies–which might be useful, entertaining or just fun.
Obviously this is not for someone like myself who is an incurable pack-rat and whose home is already stuffed to the gills, but for anyone else (sane) this frankly looks cool. Sadly, it is currently only available in the UK.
What other sorts of non-printed-page "periodicals" or "magazines" are out there? And let me take this one step further (since I think the Brooklyn Museum already is with their 1st fans Twitter Art Feed), how can museums use these unbound (ha!) ideas to revitalize their own approaches to their publications and communications with their communities?