Magazine article Folio: the Magazine for Magazine Management

A $10 Billion Giant Steps out; Time-Warner Merger Creates Lucrative Link-Ups

Magazine article Folio: the Magazine for Magazine Management

A $10 Billion Giant Steps out; Time-Warner Merger Creates Lucrative Link-Ups

Article excerpt

A $10 billion giant steps out

New York City--Cable operations and magazine distributorships are all Time Inc. and Warner Communications Inc. have in common as they move toward a proposed merger some time this summer. Yet the differences in the media owned by the two companies just may prove to be the golden thread that binds together the new $10 billion Time Warner Inc.

For one thing, the merger fits well with Time's attempts to develop links between its own media groups, notes Paul Hale, vice president at Veronis, Suhler & Associates Inc. The latest example is the videotape produced of Sports Illustrated's swimsuit issue. And the new merger, points out Time spokesperson Edward Adler, will multiply the possibilities.

"There's an unknown potential of programming flow from cable and records which may have some effect on the magazines," agrees Hale, who was formerly a business manager at Time.

That potential, however, has also raised concern that Warner's strong entertainment emphasis may impose on the news side of Time. Yet according to Hale, "There's already been a shift in Time. It has a greater proportion of soft journalism than 20 years ago. Warner probably won't affect that."

Nor is the merger likely to compromise Time's reviews of films and programming from Warner, sources say. Most agree the magazine is careful in covering Time-owned HBO.

The merger could also bring about another advantage: cross-promotions. Without mentioning specifics, Adler points out that books, films, movies cable and magazines would be available to advertisers in combinations. …

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