时代出版集团和日本丰田汽车公司旗下雷克萨斯品牌联合推出的个性化杂志MINE受到我国出版界和传媒界的高度关注,众多网站对此进行了报道,不少业界人士也发表了评论和解读。不管对杂志出版来说,还是从媒体传播的角度,个人定制杂志都是在新媒体技术条件下有价值的创新举措。文章从媒介传播的视角浅析时代集团的这一个性化举动。 Times Publishing Group and Toyota Motor Corporation’s Lexus brand jointly launched personalized magazine MINE by our publishing industry and the media attention, many sites have been reported, many practitioners also made comments and interpretation. Whether customized for magazines or from the media, personal bespoke magazines are valuable innovations in new media technologies. The article analyzes the individualized behavior of the times group from the angle of media communication.