Skip to main content

Time Inc. Takes Another Run at Digital Media

WSJ reports that in the fall of 1994, before most people had even heard of the Internet, Time Inc. took a bold step: It put much of its premium print content online for free, launching Pathfinder, a Web-based trove of its magazines, including Time, People and Money.

The move appeared to position the company to seize an early lead in the fledgling medium. Time Inc. had vast news-gathering resources and huge archives of text and photos, and Gerald Levin, the cerebral CEO of its corporate parent, Time Warner Inc., was a zealous advocate of the opportunities of the digital age. But instead of staking out new territory, Pathfinder fell off the map, plagued by strategic missteps and internal wrangling.

Now, Time Inc. is in the midst of another major effort to turn itself into a leading Web player. And this time, there is evidence that the publisher's management is willing to fundamentally alter the way the magazines are run to make the Web push work.

In recent months, Time management has taken steps to dissolve the divisions between its Web and print operations. It has made selling ads online a priority and demanded that writers produce more copy for its Web sites. It is also expanding the sites to include more video, blogs and photographs.

Former "Wonkette" blogger Ana Marie Cox has been hired to write for Time magazine and its revamped Web site, alongside Andrew Sullivan, another well-known blogger and columnist. Time Inc. has even launched an irreverent viral video Web site aimed at young male workers called "Office Pirates."

Popular posts from this blog

The AI Application Integration Challenge

Artificial intelligence (AI) has rapidly become the defining force in business technology development, but integrating AI into applications remains a formidable challenge. According to a recent Gartner survey, 77 percent of engineering leaders identify AI integration in apps as a major hurdle for their organizations. As demand for AI-powered solutions accelerates across every industry, understanding the tools, the barriers, and the opportunities is essential for business and technology leaders seeking to evolve. The Gartner survey highlights a key trend: while AI’s potential is widely recognized, the path to useful integration is anything but straightforward. IT leaders cite complexities in embedding AI models into existing software, managing data pipelines, ensuring security, and maintaining compliance as persistent obstacles. These challenges are compounded by a shortage of skilled AI engineers and the rapid evolution of AI technologies, which can outpace organizational readiness and...