Lexus & Amex launch mine: a personalized print 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.

 

In some ways, this initiative applies online paradigms to the offline world. Indeed, the principles of aggregation and personalization are at play here. Perhaps this is a sign of shifting consumer desires. The online channel has enabled readers to selectively curate the content they want. This is a remarkable development, one of the first key instances where digital empowerment of the consumer has fed directly back to the pre-digital business model. This idea even turns notions of mass-production on its head. How well will this experiment fare? Only time will tell.

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