Magazine article ADWEEK

Time Expands Verticals with Entertainment Web, App Launch

Magazine article ADWEEK

Time Expands Verticals with Entertainment Web, App Launch

Article excerpt

Politics and big news stories may be Time's stock in trade, but in an online world, a weekly newsmagazine brand needs to find new digital currency. For the past two years, Time has been spinning off its content into online verticals like Techland, Heartland, Swampland, and Time Ideas.

Now comes its newest: Time Entertainment. The vertical, edited by Gilbert Cruz, will cover movies, TV, books, music, games, and celebrity, with more than 100 pop culture lists and daily recommendations. Along with the vertical, Time will launch a related app, Populist. It will center on the lists and e-commerce of books and music from iTunes and Amazon, from which Time will get a standard cut of the sales. Time Inc. may not have the benefit of a subscription deal with Apple, but as the vertical and app show, it's trying to get its content out in other ways.

"Our vertical strategy was a way to grow our overall audience of Time. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.