Time’s New Mag is Customized for You

The promotional push has started today for Time Inc.’s new experiment: A customized magazine called Mine.

The new magazine wants readers to choose their 5 favourite magazines from the company’s roster of 8.  These include Food and Wine, Travel+Leisure, Golf, TIME, In Style, Sports Illustrated, Real Simple and Money. The subscribers can receive either a print or online version of their magazine starting early April.

Online subscribers will get a digital version of the magazine that looks like the printed version with virtual click turns. What’s the format?  Editors will pre-select the stories and the picks. According to Time, the new magazine is meant to mimic the personalized news feeds that have become popular online. The five-issue, 10-week magazine will use a targeted ad campaign designed by Lexus to advertise its new customizable sport utility vehicle.

The “mine” experiment represents the latest effort by traditional media organizations to appeal to readers increasingly accustomed to picking and choosing what they read on the Internet. Online advertising, through growing, hasn’t generated enough revenue to offset declines in print; personalized print products could help fill some of the gap.

The magazine is free.  Print edition is limited to the first 31,000 respondents–the online version is available for another 200,000.