March 2009
In an innovative move to give readers total control of their reading interests, luxury automaker, Lexus, Time Inc. and American Express Publishing Corporation have come together to launch ‘mine,’ a magazine that lets the reader choose editor-selected content from Time and American Express Publishing brands and make it their own customized read.
This introduction means the ability to personalize entertainment has expanded beyond playlists on an mp3 player to include magazine content, which will be available on www.timeinc.com/mine, from titles: TIME, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf and Travel + Leisure.
Readers will have a choice between having their selection available to them online or in a limited edition print format. Approximately 231,000 print and online copies of each issue will be available, and readers who sign-up will receive a new issue of mine magazine every two weeks, for ten weeks.
They can also receive news, information, and entertainment alerts through a customized widget or mobile application sent via RSS feeds directly to their personal website, social networking site or wireless device.
Based on the interests, input, and passions of the reader, and curated by the editors of Time Inc. and American Express Publishing, mine represents a first in the evolution of magazine production and consumer interaction.
"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 VP 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."
"At Time Inc., we're always looking at new ways to engage readers with our trusted content," said Stephanie George, EVP, Time Inc. and president, Time Inc. Advertising Sales & Marketing.
"We're thrilled to team up with Lexus on such an exciting experiment."
At 36 pages, including four single-page ads for the Lexus RX, mine will represent the best of the best. In addition to the customized editorial content, Lexus will personalize the advertising for each recipient based on geographic location and taste in content, ultimately creating more than one million unique issues of mine.
"Frankly, it's an all new media model," said Nordstrom, who credits Lexus' agency of record, Los Angeles-based Team One, for continuing to explore new possibilities for consumer engagement on the automaker's behalf.
"Time Inc. has taken an innovative lead in consumer-inspired content, without sacrificing best-in-class editorial integrity."
For consumers, it truly is their magazine, their way.
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