Time (NYSE: TWX) Inc.’s Fran Hauser is adding “lifestyle” to her role as president of Digital for Time Inc.’s Style & Entertainment groups. She’ll also be managing a new project called Time Inc. Digital Labs, according to a tweet by paidContent founder Rafat Ali.
Time Inc. didn’t mention the Digital Labs project, but it appears to be similar to what Hearst has been doing with its “think tank” for apps, which is launched last summer. Time Inc. execs didn’t return messages seeking further details. Nevertheless, the Time Inc. Digital Lab does have a physical location — the eighth floor of the Time Inc. building — and it does have a presence on Foursquare you can check-in- to.
Apart from that, the Hauser will now effectively oversee all of Time Inc.’s digital women’s brands. As head of digital for the Style & Entertainment Groups, Hauser was in charge of interactive elements for People, InStyle and Entertainment Weekly. With the addition of the Lifestyle Group, she’ll chart the digital Real Simple, Southern Living and Myrecipes.com.
Besides being credited with helping drive People.com’s one billion monthly pageviews in January, Hauser has also been heavily focused on Time Inc.’s e-commerce plans, such as the acquisition of StyleFeeder and the launch of StyleFind.
Updated: In a brief conversation with Hauser, she described the Digital Labs idea as part of the “Center of Innovation” that she is forming with Chief Digital Officer Randall Rothenberg. The center will focus on developing programs for both the content and the advertising side that goes beyond the current “app” craze that has gripped publishers. The concept is still in the formative stages, but should start materializing over the next few weeks.