Made-to-order magazine lets readers choose
By RYAN NAKASHIMA
LOS ANGELES (AP) - Time Inc. is experimenting with a customized magazine that combines reader-selected sections from eight publications as it tries to mimic in printed form the personalized news feeds that have become popular on the Internet.
Called ``mine,'' the five-issue, 10-week experiment also aligns readers with the branding message that its sole advertising partner, Toyota Motor Corp., has for its new Lexus 2010 RX sport utility vehicle: It's as customizable as the magazine carrying its ads.
The magazine is free, but the print edition is limited to the first 31,000 respondents, while an online version is available for another 200,000.
Sign-ups are available immediately at http://www.timeinc.com/mine, with the first issue to be shipped in the mail in early April, and then once every two weeks. Online subscribers will get digital editions that look just like the printed version, but in a special format that allows virtual page turns with clicks. A promotional push for the magazine kicks off Friday.
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 pre-select the stories that make it into every biweekly issue, and readers won't have the option of changing the picks from issue to issue.
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