American Express Publishing and Time Magazine just rolled out a new experiment. They’re trying to find out if free customized magazines are a viable model. In their new program you can create a custom print or web-based magazine for free — made up from content from five magazines of your choosing. Pick from Time, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf, or Travel+Leisure. It’s free to you because it’s paid for with highly targeted advertising. Now that’s pretty neat.
Everyone knows the magazine publishing industry is changing. But I have to say, I would have never thought it would be changing in this way. The experiment is called “Mine.” Readers log onto timecmg.com/mine/, choose five magazines they like, answer a few fun questions and then create a free print or web-based 36-page version of a custom-built magazine. I just got done ordering a combination of Time, Real Simple, Food+Wine, Money and InStyle. I only wish there were more choices.
This first venture is being paid for with advertising by Lexus. Will this work? I’m betting it probably won’t — but only because magazines will do a poor job of telling people about this.Things won’t really change until they pay attention to my five simple fixes for the magazine industry. But at least this is a step in the right direction.