Promotional units in-book and online across Time, Inc. properties drove readers to a signup website, where they could easily select their custom content and delivery format: Print, digital, RSS feed via downloadable widget, or mobile reader.They could also choose to answer a few simple questions, with the answers being used to customize their ad content during their subscription.Once selected, the first of five “on-demand” issues reached the reader in just 2-3 weeks, in the format they chose.

At the time of submission, the “mine” program had just launched, having been in market a mere two weeks. But the response has been phenomenal: 85% sign-up (goal was 95% at three months), with 17% of the subscribers opting in for more information on Lexus (compared to a benchmark 9%).The news media has reacted with similar enthusiasm, with over 500 media outlets reporting on “mine”, generating 235+ million press impressions.

Fast Company framed it all pretty nicely in their review of “mine”: “The print media industry may be slowing down, but it isn’t dead. Could personalized periodicals help magazines adjust to the digital age?”Since launch, dozens of marketers have contacted Time, Inc. to see how they can participate in this groundbreaking reinvention of the magazine platform.