My Magazine, My Way
A great example where brands connect with consumers and importantly stay connected while riding on “Free Value Content”. A bit more evolved than the HP RSS Newspaper, this is a brand-new initiative from Lexus, Time and American Express Publishing which is giving consumers a new way to create their own personalised magazine.
Dubbed “mine,” the free magazine invites readers to choose editorial content from five of eight select Time and American Express Publishing brands: Time, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf, and Travel + Leisure. Participants can choose to receive their magazine either in a limited-edition print format or online—some 31,000 copies of each print issue and 200,000 electronic copies are available, and readers receive a new issue every two weeks for 10 weeks. Each issue is 36 pages, with advertising tailored for each recipient based on geographic location and taste, as determined by their answers to four initial questions. Since Lexus’s participation is to help mark the launch of its new Lexus 2010 RX, four single-page ads for the vehicle are included in each issue as well. Readers can also receive news and entertainment alerts through a customised widget or mobile application via RSS. The program ends June 15.
I think it’s a great way to connect with today’s consumers giving them the flexibility of choosing and consuming content of their choice. More exciting for the fact that traditional media transforming into a personalized form helped by digital media.
What do you think?