What's 'Mine' Is Yours: Time Inc. Media Group President Wayne Powers on the New Magazine That Allows Readers to Choose the Content

In March, Time Inc. introduced a new product that stepped outside the boundaries of traditional magazine publishing by allowing consumers to essentially build their own magazine. Mine magazine subscribers are given the opportunity to choose five of eight pre-selected magazine titles, including Sports Illustrated, In Style, Time and Real Simple, from which to receive content -- all bundled in a free, made-to-order magazine. Subscribers also have a choice between a print and a digital version of the magazine. Time Inc. offered a print edition to the first 31,000 respondents and a digital edition to the first 200,000 respondents to sign up at www.TimeInc.com/mine. Since it is still possible to sign up for both versions, it appears that those numbers have not yet been reached. The first of five issues of Mine recently was delivered, almost simultaneously with a mea culpa from Time Inc. in the form of an e-mail to subscribers apologizing for a "computer error" that caused some subscribers to receive content that did not match their selections. Because of the glitch, a sixth issue of Mine has been promised. Time Inc. Media Group President Wayne Powers spoke to Publishing Executive Inbox this week about the error, the response to the print versus the digital edition, and why it was important to try something new. PUBLISHING EXECUTIVE INBOX: How did the concept for Mine magazine evolve? Why this type of magazine now?WAYNE POWERS: For the launch of the 2010 RX, Lexus was looking for a way to communicate a commitment to user-centric innovation. A customized magazine, where readers select to receive articles from a choice of eight different titles, is a very effective way to dimensionalize that message. Lexus came to us, saying they were ready to do this. Innovation is an important value to us at Time Inc., and we relished the chance to try something new.INBOX: Is this a short-term project, or are these first several issues a test for a potentially longer-term product? Do you see subscribers eventually paying for this type of publication?POWERS: Mine could provide a spark that ignites something bigger, but that's something we'll have to evaluate down the road. For now, our focus is on this project. INBOX: In a time when so much emphasis is on up-to-the-minute information, Mine contains more evergreen copy. Is the timeliness of the editorial copy a concern? Will you try to include more recent articles in future issues?POWERS: Mine is intended to be an engaging, entertaining read, featuring some of the best of Time Inc.'s and American Express Publishing Corporation's content. It's not a breaking-news vehicle, but a place where you'll find reader favorites, as well as content that originally ran as recently as a few weeks ago.INBOX: You put limits on how many people could sign up for the print and online versions of Mine, which do not appear to have been reached. How did you feel about the consumer response to the magazine? POWERS: We're very pleased with the consumer response to Mine. In addition to an impressive number of sign-ups, we've also received quite a few e-mails from consumers who were happy to see something new. INBOX: How has the response been in terms of print versus digital? Are you seeing a far greater response from one over the other? Has it been inline with what you anticipated?POWERS: It was particularly interesting to see that the number of people requesting print editions of Mine has, to date, far outweighed the number of people requesting the digital version. As a company that has outstanding magazines and Web sites, as well as brand extensions into mobile and video and TV, we're always looking at new ways to engage our readers with our content. We were happy to provide Mine to consumers however they wanted it. The overwhelming majority choosing the print version only supports what we strongly believe: People still love magazines. INBOX: How did the error occur in which many subscribers received versions that didn't match their selections?POWERS: It is an ambitious, perhaps even never-before-done, project, and whenever you try something new, you are taking a risk. But if you're going to be innovative, you can't be afraid of that. A computer error occurred, causing the data regarding magazine selection to be misinterpreted, affecting some of the first issues arriving in homes. The problem was solved, and all subsequent issues will contain 100 percent of the content originally selected by users. We wish it hadn't happened, but once it did, it was important to do a few things immediately: One, fix the problem; two, let all of our subscribers know right away; and three, give them an extra issue in appreciation of their support. We've found Mine subscribers to be very understanding and eager to receive future issues … .

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What's 'Mine' Is Yours: Time Inc. Media Group President Wayne Powers on the New Magazine That Allows Readers to Choose the Content

Janet Spavlik

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