New Experiment From Time Inc. Lets Readers Choose Their Own Content
Time Inc. announced this week that it has partnered with Lexus and American Express Publishing Corp. to publish mine magazine, which will enable readers to choose from a range of titles, including Time, Sports Illustrated, Money, InStyle and Food & Wine to create a free, customized magazine. Readers will be able to receive mine either as a print or online edition.
Users can also sign up for an RSS feed to receive news, information and entertainment alerts through a customized widget or mobile application.
"At Time Inc., we're always looking at new ways to engage readers with our trusted content," said Stephanie George, executive vice president, Time Inc. and president, Time Inc. advertising sales and marketing. "We're thrilled to team up with Lexus on such an exciting experiment."
The first, 36-page edition of mine magazine will include four single-page ads for the Lexus RX. The Lexus ads will be personalized for each recipient, based on geographic location and taste in content.
"For the launch of our driver-inspired 2010 RX, we wanted to communicate within a medium that demonstrated a like-minded commitment to user-centric innovation," said David Nordstrom, Lexus vice president of marketing. "We're excited to have a partner like Time Inc. who saw this as an opportunity to showcase their innovation and shake up the way magazines are read."