Wednesday, April 22, 2009
Your Magazine. Your Way.
Lexus and Time, Inc. have partnered on a project that creates an entirely new business model for magazine publications: A personalized magazine called Mine. The free magazine can be ordered by readers online at www.timecmg.com/mine, simply be entering basic registration information. Subscribers can choose from 8 different magazines, including Sports Illustrated and InStyle.
The Lexus ads that are printed in the magazine are customized based on the responses the reader gave during the subscription process. An article or two is printed from the selected magazine, which is sent every two weeks.
The most intriguing statistic: Through the website, Time, Inc. made 200,000 digital versions and 31,000 print versions available. To date, almost all of the print editions have been spoken for, while fewer than 30,000 digital versions have been ordered.
|