Lexus and AmEx Read Your Mind for Mine Magazine

I think I just gave Lexus and Time Inc. the keys to my computer to let them make Mine Magazine. Somehow they teamed up with American Express Publishing and are going to send me five magazines free, and every once in a while, send me a “custom magazine” called Mine.

The first consumer customized magazine is supposed to target my interests. But when I signed up for the magazines, there was no long, involved questionnaire asking if I prefer Dogs With Cones or Asian Women Holding Things. Here’s how it works:

Starting this week, consumers can go to Timeinc.com/mine and choose content from five of eight select titles: Time, Sports Illustrated, Food & Wine, Real Simple, Money, InStyle, Golf, and Travel + Leisure. They can get the magazine either as a limited-edition print format or online, and also receive news, information, and entertainment alerts through a customized widget or mobile application via RSS feeds.

About 231,000 print and online copies of each issue will be available, and readers who sign up will receive a new issue of Mine every two weeks for 10 weeks.