A Successful Magazine Launch? Sort Of

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It's no secret that the magazine business has seen better days, but can a magazine that's also a direct marketing vehicle fare better? The co-launch of the customizable "mine" magazine, an experimental project from Lexus and Time Inc., should begin to answer that question.

It has been, so far, a print and digital magazine with targeted and expertly written content, but also with promotions dedicated solely to the Lexus brand. Free sign-ups began March 20 and end on June 15.

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