THIS is very cool, and quite possibly the future of the publishing business.

Lexus is sole sponsor and advertiser of a new effort with Time Inc., and American Express Publishing (AEP) that constitutes what the companies say is the first-ever consumer-customized magazine.

The magazine, called Mine–with the tagline “My magazine, My way”–comprises content from Time Inc. and AEP brands consolidated in a free, personal, customized magazine.

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.

They already have all the content, why not re-purpose it in a fun and dynamic way?