What's 'Mine' Is Yours: Time Inc. Media Group President Wayne Powers on the New Magazine That Allows Readers to Choose the Content
In March, Time Inc. introduced a new product that stepped outside the boundaries of traditional magazine publishing by allowing consumers to essentially build their own magazine. Mine magazine subscribers are given the opportunity to choose five of eight pre-selected magazine titles, including Sports Illustrated, In Style, Time and Real Simple, from which to receive content — all bundled in a free, made-to-order magazine.
Subscribers also have a choice between a print and a digital version of the magazine. Time Inc. offered a print edition to the first 31,000 respondents and a digital edition to the first 200,000 respondents to sign up at www.TimeInc.com/mine. Since it is still possible to sign up for both versions, it appears that those numbers have not yet been reached.
The first of five issues of Mine recently was delivered, almost simultaneously with a mea culpa from Time Inc. in the form of an e-mail to subscribers apologizing for a “computer error” that caused some subscribers to receive content that did not match their selections. Because of the glitch, a sixth issue of Mine has been promised.
Time Inc. Media Group President Wayne Powers spoke to Publishing Executive Inbox this week about the error, the response to the print versus the digital edition, and why it was important to try something new.
PUBLISHING EXECUTIVE INBOX: How did the concept for Mine magazine evolve? Why this type of magazine now?
WAYNE POWERS: For the launch of the 2010 RX, Lexus was looking for a way to communicate a commitment to user-centric innovation. A customized magazine, where readers select to receive articles from a choice of eight different titles, is a very effective way to dimensionalize that message. Lexus came to us, saying they were ready to do this. Innovation is an important value to us at Time Inc., and we relished the chance to try something new.