Alternative marketing thinking

iCONTRACT

Custom Made Time

In the age of RSS feeds and blogs, Time Inc. is experimenting with a customized magazine that combines reader-selected sections from eight publications. 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. Click here to go to the mine home page

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