Beyond mp3 Players: Creating A Magazine Playlist

March 18, 2009

Lexus, Time Inc., and American Express Publishing redefine personal entertainment withfirst-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 March 20, consumers will have the opportunity to log on to 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.

“Frankly, it’s an all new media model,” notes 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.


About Time Inc.

Time Inc., a Time Warner company, is one of the largest content companies in the world. With 23 magazines and 26 web sites in the U.S., it is the country’s largest publisher.

Each month, one out of every two American adults reads a Time Inc. magazine, and nearly one out of every six, who are online, visits a company web site (more than 25 million monthly unique visitors). Time Inc.’s popular brands and successful franchises extend to online, television, cable VOD, satellite radio, mobile devices, events and branded products.

About American Express Publishing Corporation

American Express Publishing Corporation is an authoritative content company primed to deliver lifestyle expertise that informs choices, enriches perspective and empowers affluent and accomplished people -- and the businesses that serve them -- to make decisions and lead extraordinary lives. American Express Publishing's parent company, American Express, and Time Inc. entered into a management services agreement in 1993. This agreement enables American Express Publishing and Time Inc. to share their publishing expertise, consumer insights, resources, and relationships. A wholly owned subsidiary of American Express Company, American Express Publishing magazine brands are Travel + Leisure, Food & Wine, Departures, and Executive Travel magazine. The company also produces a variety of travel, cooking, wine, time management, and financial books and products, creates online content, operates luxury-marketing events and creates custom print and online programs for clients.


About the 2010 Lexus RX

Lexus has introduced the next generation of its trend-setting RX luxury utility vehicles for 2010, the V6-powered RX 350 and the RX 450h hybrid. Lexus inaugurated the luxury crossover category with the original RX 300 model in 1998 and introduced the first-ever luxury hybrid in 2005 when it launched the RX 400h. More than one million Lexus RX models have been sold worldwide, making it the most successful luxury utility vehicle. The new RX 350, which went on sale in February, and the soon to launch RX 450h hybrid, will once again raise the bar for design, engineering and luxury innovation in the segment.

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