Personalization Trend Extends to Print Magazines
Time Inc. has demonstrated surprising flexibility for such a media giant. Seemingly fast-moving for what I imagine to be a corporate environment with many levels of approval needed, they’re changing the magazine landscape with two new print forays:
Maghound is using the Netflix on-demand movie concept, but (obviously) for magazines. Spanning publishing houses (Conde Nast, Rodale, Hearst, Time Inc.), Maghound is like a virtual newsstand with home delivery. Lori Lipson, Customer Experience Director for Maghound, spoke with us about the thoughts behind this media innovation.
Magazine companies are trying to fulfill the demands people have learned to expect through the digital experience, but deliver it via the print medium:
Maghound fulfills these demands, since the user can consolidate all their magazine subscriptions into one easy-to-manage account. All your magazines are delivered to your doorstep with one monthly cost ($4.95/month for three subscriptions). The user can change the magazines they wish to received as often as they want (so could get a different combination each month!), and also allows for easy address updates – priceless for those of us without a permanent home.
I see the opportunity with Maghound to live with the up and coming magazines. For myself, I have subscribed to Glamour and Cosmopolitan for years, and recently received a gift subscription to the Rachael Ray magazine. I plan to jump on the Maghound bandwagon, and stick with two of these (secret which two!) while perusing the site to figure out what new title to try. I think many people will be in this boat – have two definite titles to subscribe and are open to trying a new one, especially since there is no year-long commitment (I believe my generation to be commitment-phobic).
Mine magazine is even more personalized than Maghound. Trying an entirely new model with sole advertising support from luxury vehicle brand Lexxus, Time Inc. (partnered with American Express Publishing) offered consumers a magazine with chosen content and personalized ads. Kris Connell, VP of Communications, Time Inc. took time out of her surely busy day to come and speak to us. Connell has a wide variety of experience and now is in an ideal role as the head of internal communications, advertising and PR for Time Inc. (yet another woman with an inspiring career… and cute shoes!).
Thanks to Twitter, I’ve been on board with Mine since it launched and am the proud recipient of two editions. Two, because the first run of the magazine suffered from a computer glitch, sending out the wrong combination of titles. What could have been a disaster was handled well by Connell and her team, with an apology to consumers, an additional free copy of their “Mine” and the new, correct versions sent out. The content available was pulled from eight Time Inc. and American Express titles: Travel & Leisure, Golf, InStyle, Money, Real Simple, Sports Illustrated, Time and Food & Wine. While a digital or print edition was available, Connell said the majority of requests were for print; which is another indication that digital magazines are still working on acceptance.
This adventure in magazine publishing returned results far exceeding the original goals. In a time when many advertisers are suffering and unhappy with their media placement, Lexxus definitely received their ROI. When I asked Connell if this is a maintainable business model to be maintained past the free six issue trial period she said she’s not sure.
Is this a copyable ploy? I think one reason of its success is the free trial, as well as the lack of creative content. Since “Mine” is a combination of established content, it is free from the editorial process. Could this possibly cannibalize the MagHound concept? Why would consumers want three separate magazines, when the key content could be in one? We will have to wait and see if other media conglomerates jump on this nimble bandwagon…