Thursday, March 19, 2009

More on PRinternet publishing. Time, American Express, Team One

I'm still trolling the net for more info. Here's what I have so far. It sounds like it was all the bright idea of the folks at Team One. I still haven't figured out who got the clicks. But according to the story at Media Post, Infiniti is next up. In the meanwhile, here's the business case.
Once a consumer subscribes, he or she is taken to an RX page with a dealer locater--"so we will have hard leads," he says.
Fast Company has the most succinct description so far..
Essentially, mine is a printed, expanded RSS feed. Magazines available to the program include Time, Sports Illustrated, Food & Wine, Real Simple, Money, In Style, Golf, and Travel + Leisure.
Instead of subscribing to five magazines, why not just subscribe to one that has everything you want inside? And instead of subscribing to The New York Times, The Star Ledger, and your hometown newspaper, why not subscribe to a mash-up of all three?

The print media industry may be slowing down, but it isn't dead. Could personalized periodicals help magazines both adjust to the digital age and do right by the environment? Image found at

PRinternet = Ground>Cloud>Print>User's Hand
MediaPost Publications Lexus Drives 'Mine," Time's New Customized Mag 03/19/2009:
"Paul Silverman, executive media director at Team One, says Lexus is co-promoting the customized magazines with Time, Inc. 'What you will see in each of the eight respective magazines in book and online are ads breaking this week encouraging you to log onto the site.'

He says Team One developed the idea as a way to articulate the RX brand idea. 'The RX is all about driver-inspired, so in the media space, it was how do you we bring this driver-inspired concept to life? And we got the idea of how people consume content online. It was hatched at the agency, inspired by the client's product and pitched to Time, Inc.
. . .

American Express Publishing and Time Inc., along with CNN, are doing a separate, albeit similar program with luxury auto competitor Infiniti. The program centers on a customer personalized Travel + Leisure "Weekend Getaways" series sponsored exclusively by Infiniti. Created by the editors of Travel + Leisure, "Weekend Getaways" features short vacation destinations near major cities in the U.S. The "Weekend Getaways" publication will be in print, online, on mobile and TV.

The print version is a three-part booklet series inserted in the April, July and October issues of Travel + Leisure and other American Express Publishing and Time Inc. titles. Infiniti will be the only advertiser within the booklets.

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