Ms. Lang talks about Time Inc. not as a magazine publisher, but as a branded news and entertainment company. She believes she can sell digital products to advertisers tailored to a level of specificity not previously available. Marketers hoping to reach new mothers, for instance, can incorporate messaging into an issue of People magazine (and its various app and online editions) with Jessica Simpson’s baby photos or Sandra Bullock’s announcement that she has adopted a child.
“We used to put magazines at the center and all the other ways consumers connect were extensions of the magazines,” said Mr. Caine, the chief revenue officer. “She didn’t come in with a magazine plan, she came in with a consumer plan.”
— Time Inc.’s New Chief Rethinks Magazines for a Digital Audience, The New York Times.