Time Inc. Revives Health.com Brand

Time Inc. is relaunching its Health.com 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 Health.com 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, Health.com will also feature original news and video from patients and medical practitioners. As a way to leaven the serious topics Health.com will cover, including breast cancer, depression, diabetes, pain management and sexual health, Health.com 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.

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