My Magazine, My Way

By | March 20, 2009

time-mine-logo
Earlier this week Time Inc. announced an experiment they are conducting with a customized magazine dubbed “Mine.” The Boston Globe has the details, “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 preselect the stories that make it into every biweekly issue, and readers won’t have the option of changing the picks from issue to issue.”

Rex Hammock of Hammock Inc, a custom media and social media marketing company wrote on his blog, “While the approach, technology and even editorial concept dates back decades, it is being touted as something new that “tries to mimic in printed form the personalized news feeds that have become popular on the Internet.” Hammock cites printing and binding technology that has been used to create customized publications.

Is a customized magazine going far enough? Has the time come for publishers to start using more personalization and 1:1 concepts to create a unique reading experience for the reader?

You can sign up for the free trial at https://www.timecmg.com/mine/. The first 31,000 respondents have the option of receiving the print version and an electronic version will be available to 200,000.

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3 thoughts on “My Magazine, My Way

  1. Michael J

    Adam,
    i think the really cool thing about the mine experiment is that the rules of success have moved from number of eyeballs to number of hard leads. Once the metric makes good business sense, it becomes possible to have a standard for making advertising investment decisions.

    Lifetime customer value – customer acquisition cost – customer retention cost = $X. The job is to increase X. Increase LCV, decrease CAC and CRC. If Print does it, the money will start flowing back into print.

    The problem with transpromo so far, is that most businesses do not have a number for life time customer value, customer acquisition costs or customer retention costs. In that context, it makes lots of sense that InfoPrints recent successful experiment in TransPromo have been in the gaming industry. They are one of the few industries that really have the numbers.

  2. Don Piontek

    Magazines have been customized by (mostly advertising) for decades. TIME magazine currently publishes over 200 distinct “versions” weekly (i.e. Dentists version, oncologists version), These are assembled with differentiated signatures on high-speed saddle-stitching machines.

    From a technology standpoint, this is a “no brainer” for printers. Because of print volume, quality, and cost issues, the magazine segment is still not ready for digital prime time. This is clearly an effort to compete with electronic media in offering a more personalized print experience. We’ll have to wait to see the results

  3. Susan

    I just got “Mine.” Two of the five magazines they included in my magazine, Sports Illustrated and Golf, I absolutely did not indicate interest in when I ordered. Kind of a terrible first impression of the product, to say the least.

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