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April 2, 2009
Beyond mp3 Players: Creating A Magazine Playlist
Lexus, Time Inc., and American Express Publishing redefine personal entertainment with
first-ever consumer customized magazine
TORRANCE, CA. and NEW YORK, NY (March 18, 2009)? 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.
Now, the ability to personalize entertainment has expanded beyond playlists on an
mp3 player to include magazine content. Beginning today, consumers will have the
opportunity to log on to www.timeinc.com/mine and choose editorial content from five of
eight select titles: Time, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf,
and Travel + Leisure.
Participants can elect to receive their mine magazine either in a limited edition print
format or online. They can also receive news, information, and entertainment alerts through a
customized widget or mobile application sent via RSS feeds directly to their personal website,
social networking site or wireless device. Approximately 231,000 print and online copies of
each issue will be available, and readers who sign-up will receive a new issue of mine
magazine every two weeks, for ten weeks.
Based on the interests, input, and passions of the reader, and curated by the editors of
Time Inc. and American Express Publishing, mine represents a first in the evolution of
magazine production and consumer interaction.
“For the launch of our driver-inspired 2010 RX, we wanted to communicate within a
medium that demonstrated a like-minded commitment to user-centric innovation,” said David
Nordstrom, Lexus vice president of marketing. “We’re excited to have a partner like Time
Inc. who saw this as an opportunity to showcase their innovation and shake up the way
magazines are read.”
“At Time Inc., we’re always looking at new ways to engage readers with our trusted
content,” said Stephanie George, Executive Vice President, Time Inc. and President, Time
Inc. Advertising Sales & Marketing. “We’re thrilled to team up with Lexus on such an
exciting experiment.”
At 36 pages, including four single-page ads for the Lexus RX, mine will represent the
best of the best. In addition to the customized editorial content, Lexus will personalize the
advertising for each recipient based on geographic location and taste in content, ultimately
creating more than one million unique issues of mine.
Lexus and Time Inc. Redefine Personal Entertainment
“Frankly, it’s an all new media model,” notes Nordstrom, who credits Lexus’ agency
of record, Los Angeles-based Team One, for continuing to explore new possibilities for
consumer engagement on the automaker’s behalf. “Time Inc. has taken an innovative lead in
consumer-inspired content, without sacrificing best-in-class editorial integrity.”
For consumers, it truly is their magazine, their way.
About Time Inc.
Time Inc., a Time Warner company, is one of the largest content companies in the
world. With 23 magazines and 26 web sites in the U.S., it is the country’s largest publisher.
Each month, one out of every two American adults reads a Time Inc. magazine, and nearly
one out of every six, who are online, visits a company web site (more than 25 million monthly
unique visitors). Time Inc.’s popular brands and successful franchises extend to online,
television, cable VOD, satellite radio, mobile devices, events and branded products.
About American Express Publishing Corporation
American Express Publishing Corporation is an authoritative content company primed
to deliver lifestyle expertise that informs choices, enriches perspective and empowers affluent
and accomplished people — and the businesses that serve them — to make decisions and lead
extraordinary lives. American Express Publishing’s parent company, American Express, and
Time Inc. entered into a management services agreement in 1993. This agreement enables
American Express Publishing and Time Inc. to share their publishing expertise, consumer
insights, resources, and relationships. A wholly owned subsidiary of American Express
Company, American Express Publishing magazine brands are Travel + Leisure, Food &
Wine, Departures, and Executive Travel magazine. The company also produces a variety of
travel, cooking, wine, time management, and financial books and products, creates online
content, operates luxury-marketing events and creates custom print and online programs for
clients.
About the 2010 Lexus RX
Lexus has introduced the next generation of its trend-setting RX luxury utility vehicles
for 2010, the V6-powered RX 350 and the RX 450h hybrid. Lexus inaugurated the luxury
crossover category with the original RX 300 model in 1998 and introduced the first-ever
luxury hybrid in 2005 when it launched the RX 400h. More than one million Lexus RX
models have been sold worldwide, making it the most successful luxury utility vehicle. The
new RX 350 which went on sale in February and the soon to launch RX 450h hybrid, will
once again raise the bar for design, engineering and luxury innovation in the segment.
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