Lexus is sponsoring a unique print experiment by Time Inc.—a personalized magazine called “mine”. Published bi-weekly over 10 weeks, the magazine combines articles from an assortment of magazines customized to your tastes:
Readers can select five titles from eight published by subsidiaries of Time Warner Inc. and American Express Co.: Time, Sports Illustrated, Food & Wine, Real Simple, Money, In Style, Golf, and Travel + Leisure.
Editors will pre-select the stories that make it into every biweekly issue, and readers won’t have the option of changing the picks from issue to issue.
Lexus, which came up with the idea, will be the lone advertiser and will buy four full pages of ads for each 36-page magazine.
“I wouldn’t call this an ad, this goes much beyond this,” said David Nordstrom, Lexus’ vice president of marketing. “Our message of ‘driver-inspired’ and ‘customization’ will come through a lot stronger.”
mine is only available in the US, and the print edition is limited to first 31,000 applicants (everyone else will receive their magazine online). You can sign up for the magazine at Time Inc.‘s website.