Time Magazine’s Digital Strategy

No one should be surprised to learn that the ad revenues at print magazines are in decline. For example, Time magazine's ad revenue fell 13.6 percent compared to its year ago revenue. Time Inc., the publisher of Time, Sports Illustrated and People, is trying to develop a strategy to thrive in the digital world.

Studies show that morning readers prefer headlines and news flashes, afternoon readers prefer to watch either a slide show or a video, while the night readers engage in longer articles. Studies also show that an average smartphone owner spends 1.4 hours a day browsing a device.

Time Inc. is focusing on developing digital products to fit this daily news cycle. “There’s all this found time, and our strategy is to program to that.”   By targeting such “found time” in the daily news cycle, Time hopes to thrive in the digital world.

Reference: Chozick, Amy, Time Inc.’s New Chief Rethinks Magazines for a Digital Audience, The New York Times, July 29, 2012
 

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