Blog Post

Time Inc. Revives Brand

Time Inc. is relaunching its brand on Monday, tapping into the growing online health news and community trend. The site is tied to the media company’s Health print pub, which is part of Time’s Southern Progress unit. In conjunction with the site’s redo, the print version is also getting a full redesign. The mag claims 8 million readers. Time expects to draw in some portion of the 50 million users a month who visit online health sites. Earlier this week, NBC detailed its plans to cobble together a wellness-focused video network, while last month, HealthCentral and IAC (NSDQ: IACI) formed an ad network devoted to the health media space as well.

In addition to shared content between the book and the site, will also feature original news and video from patients and medical practitioners. As a way to leaven the serious topics will cover, including breast cancer, depression, diabetes, pain management and sexual health, has created a feature called “journeys,” which is intended to make searching those areas more palatable to both readers and advertisers. The feature is loaded with visuals that gently maps out symptoms, treatment options and coping. It will also feature a high level of personalization and user content. From there, the site will roll out new features over the next 6-12 months, including a recipe database, a distinct health news channel, message boards and diet and weight-loss tools.


2 Responses to “Time Inc. Revives Brand”

  1. I do agree that could draw a significant proportion of the 50 million visitors you talk about. Integrating things such as news and video from medical practitioners will help keep its reputation and credibility while also targeting the more mainstream topics like weight loss, …

    The site is also ranked maybe 18,000 out of all domains in the world in terms of the traffic they received, but I am confident they can increase thier market share even further.

    Will have to keep my eyes on how they do.