Beyond mp3 Players: Creating A Magazine Playlist
Lexus, Time Inc., and American Express Publishing redefine personal entertainment with first-ever consumer customized magazine
In an innovative move that allows consumers to literally create their own magazine, luxury automaker Lexus has teamed up with Time Inc. and American Express Publishing Corporation to develop mine magazine. mine, which carries the tagline, "my magazine, my way," invites readers to choose editor-selected content from Time Inc. and American Express Publishing brands to create a free, personal, customized magazine.
Now, the ability to personalize entertainment has expanded beyond playlists on an mp3 player to include magazine content. Beginning today, consumers will have the opportunity to log on to www.timeinc.com/mine and choose editorial content from five of eight select titles: TIME, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf, and Travel + Leisure.
Participants can elect to receive their mine magazine either in a limited edition print format or online. 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. 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.
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 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."
"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 & 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.
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