The Future of Print

Time offering ‘customized’ experimental magazine

Posted in Boom by futureofprint on March 20, 2009

US news weekly Time, which like other publications has been looking for ways to reinvent itself in print and on the Web, is allowing readers to put together their own personalized magazine.

The experiment, called “Mine,” allows readers to create a print or Web version of a magazine with content drawn from titles owned by Time and its partner in the venture, American Express Publishing.

The titles are Time, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf, and Travel + Leisure.

Readers are being encouraged to log on to to choose content from five of the eight titles to create their own free 36-page “customized” magazine, which can be received either in print or online.

Time said 231,000 print and online copies of each issue will be available and readers can receive a new issue of “Mine” magazine every two weeks for 10 weeks.

“We’re always looking at new ways to engage readers with our trusted content,” Stephanie George, a Time Inc. executive vice president, said in a statement.

Lexus is the sole advertiser for the magazine, which will feature four single-page ads for the luxury automaker.

“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,” said David Nordstrom, Lexus vice president of marketing.

via Time offering ‘customized’ experimental magazine.


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