Maybe you’ve heard, but Time, Inc and Time Warner are in the midst of an uncoupling. Time Warner gets to keep the TV (or at least the stations) and Time, Inc. gets to keep the brands that made their names in print. The uncoupling becomes legal when each side gets their name back in the form of their own stock symbols—when Time, Inc. goes public later this year.
This really could have been a showcase for Time, Inc. to show that they were more than just the sum of their parts. From a publisher perspective, they’re actually on the cutting edge of flattening the content landscape and being able to identify the same user or an audience across all their titles, be it on Time, People, SI, or Real Simple. They could have showed how brands can leverage 70 million unique users across titles and different types of content. The digital people should have had more of a say.
But you could see what happened. Each of their titles wanted a moment of their own. While they showed some interesting new shows like Rise (about building the new World Trade Center), and all their video content will be Nielsen rated, it felt like a bunch of disconnected solo acts. Not a brand.
Written by Lee Baler, VP/Group Director, Media, DigitasLBi