Mine

Farhad Manjoo:

When I signed up for Mine a couple of months ago, I was mainly looking for a laugh. The new magazine from Time Inc. seemed like a gimmicky, goofy effort to save a beleaguered industry: Time wanted to print a magazine just for me! First, I had to choose several popular Time publications and answer a few odd questions about my interests. (“Which do you crave more—sushi, or pizza?”) Then, every two weeks, I would get an issue, curated just for me, filled with articles from different magazines. The process seemed hopelessly anachronistic, like if the horse-and-buggy industry decided to compete with cars by letting me pick my buggy driver. Doesn’t Time know that I already have a way to get a magazine tailored to my interests? The Web isn’t just faster and cheaper than print; it also doesn’t need to know what I ate for dinner in order to let me read exactly what I want to at any time.

Turns out my skepticism was misguided. I’ve received two issues of Mine, and I love it. Unlike a lot of the publications that slip into my mailbox each month, Mine is full of stories that I actually feel like reading.